Mido Kids: children's eyewear makes a fashion statement

Mido 2005 decided to honor its visitors with a real 'theme' area as a tribute to kids' eyewear, to uncover the trends in sunglass and ophthalmic frames, special lenses and the latest brightly-colored eyeglass cases for the littlest fashion-forward consumers.

But it's not just about fashion and trends, Mido Kids also offers an opportunity to present the results of a major research study conducted in cooperation with the Istituto di Ricerche Piepoli on 'preschool eye examinations' to find out how families behave in terms of prevention and check-ups for children when they are still very young. The quantitative research was carried out through telephone interviews (Cati method) on a sample of several hundred families with children between the ages of 4 and 10 years. Most interesting, the results show that parents are concerned about the health of their children, but with some minor contradictions. In fact, many of them take their children for eye exams but, oddly enough, in the end only a small number of children wear ophthalmic eyewear or sunglasses.

This area devoted to kids' eyewear awaits visitors to the 2005 International Optics, Optometry and Ophthalmology Exhibition in the connector between pavilions 15 and 16.

The approach to the product also changes - eyewear has proven its strength as a fashion accessory, to be admired. That's why visitors will then find the Mido Kids frames encased in 'bubbles' and flowers. And, since there's no end to the surprises, an innovative way to present eyewear will be launched—not by means of the classic videos, but in the form of holograms, three-dimensional projections that appear out of the projection of sheer light.

Mido is an event in step with the times, in an ongoing effort to improve and optimize the available space and services it offers to its clients. A veritable world in progress for a 2005 devoted to kids, too.