For the past quarter of a century, The Baby Show has been at the heart of the UK’s parenting journey. Helping more than two million expectant parents and families discover the latest products, exclusive shopping opportunities and trusted expert advice, this autumn, The Baby Show sponsored by Pampers will celebrate its 25th anniversary at Olympia, London.
A trusted destination for growing families for the past 25 years, although parenting products and models may have changed and evolved, The Baby Show has continued to provide trusted expert advice, a guiding hand and genuine value generation after generation.
Bringing together leading brands, hands-on product demonstrations, industry voices and thousands of parents under one roof for its biggest and most exciting celebration yet, The Baby Show remains the one place where families can get hands-on with the latest innovations, speak to experts and access exclusive show-only offers and discounts they won’t find anywhere else.
The Baby Show is also delighted to welcome back Pampers as headline sponsor when the UK’s leading pregnancy and parenting event returns to Kensington Olympia, London from Friday 23rd to Sunday 25th October 2026.
As a brand dedicated to supporting families and nurturing healthy babies every step of the way, Pampers will play a key role in enhancing the visitor experience throughout the show. Visitors will receive Pampers products in their Baby Show goody bags, while the Pampers Baby Changing Area will offer a convenient space for families to care for their little ones during the day, complete with complimentary Pampers nappies and wipes.
With more than 60 years of expertise in baby care, Pampers is proud to continue its partnership with The Baby Show, helping parents navigate the early years with confidence through trusted products and support.
Cementing its reputation as the UK’s leading pregnancy and baby shopping event, The Baby show has helped first-time and expanding families across the UK make informed decisions during one of life’s most exciting milestones since their first show in autumn 2002. The landmark 25th anniversary promises even more for visitors to experience on site at the show.
Alongside exclusive show offers, the opportunity to test, compare and shop everything needed for the journey into parenthood, whether families are preparing for their first baby or welcoming another baby into the brood, The Baby Show continues to provide innovative products and invaluable support in one inspiring destination.
Cheryl Carroll, Show Director at The Baby Show comments: “Celebrating our 25th anniversary is a momentous milestone and a fantastic opportunity for us to reflect on the thousands of families we’ve welcomed to the show over the years. While so much has and continues to change in the world of parenting, our mission has always remained the same; to provide expectant and new parents with the confidence, expert support and the trusted advice they need so they make informed decisions during one of life’s most exciting journeys. We very much look forward to continuing to work with our partners, sponsors and the wonderful community at The Baby Show and welcome a new generation of families to discover everything the show has to offer.”
With more than 350 brands showcasing the latest and newest baby products, familiar faces and household names returning to Olympia, London include Tommee Tippee, Obaby, iCandy, MAM, Stokke®, Silver Cross, Mamas & Papas, Venicci, Joie™, Nuna, Miffy, Nuby, Maxi Cosi, Tutti Bambini, SMA and Cybex.
For visitors keen to discover boutique and emerging independent brands, first-time exhibitors at Olympia, London this year include BIBS, Baby MORI, The Original Birth Connection, Petit Wagon, KikkaBoo, MUFFIK, Graco, More Than Foil, The Baby Health Box, Mount Made, Ena Baby, Yes Merino, Messy Jessie’s Creations and Bloom Bag.
Returning features to the show this autumn include the much-loved Live Talks Stage. With complimentary expert-led talks from pregnancy, birth and parenting specialists, the Live Talks Stage is designed to support and empower parents at every stage of their parenting journey.
Offering a moment to unwind while gaining practical advice and reassuring guidance on topics such as birth, breastfeeding and newborn feeding, sleep, maternal and paternal mental health, fatherhood and more, speakers taking to the stage include resident Baby Show midwife, Midwife Pip, Daisy First Aid, Rachel Fitz-D, Charlotte Stirling-Reed, Annabel Karmel MBE, Heidi Skudder, Sarah Patel, Gemma Fryer & Eve Squires, Midwife Bett Kitt, Clare Byam-Cook, Liberty Mills and Dr Keith Duncan*.
The Baby Show’s official podcast and media partner for 2026, Netmums, will also be returning to the stage at Olympia, London with another famous face. Sharing their tales of parenthood, the live podcast recording, hosted by Louise Burke and JB Gill, has become a firm favourite with visitors at the show.
The Buggy Testing Track led by Project Baby and team will once more be hosting a range of the newest and best buggies, pushchairs and strollers for visitors to try across different terrains and surfaces. The Baby Show Café with Joie™ and the Baby Feeding Café with Holle will also be back and providing the perfect pitstop for both big and small hungry tummies.
With complimentary baby food, warmers and microwaves available, there is also an area for mothers who wish to breastfeed in private. The Baby Changing Area sponsored by Pampers will also be returning with complimentary nappies and wipes for all who need them.
Tickets are £28 on-the-door and £20 in advance (price includes a £2 transaction fee, which is applied per order). With fantastic deals in the lead up to the show online, including early-bird tickets available until Monday 31st August, at 23:59, and a Goody Bag Package.
Visitors can also add on an amazing Baby Show goody bag worth over £75 for just £6.
The Baby Show will also be sponsoring the My Baba Awards for the second-year running. Celebrating the very best in pregnancy and baby brands across the industry, more information and how to enter the awards can be found at www.mybaba.com/awards
