Expectant parents and families will have plenty to discover when The Baby Show sponsored by Pampers returns to Olympia London this autumn, marking 25 years as one of the UK’s best-known pregnancy and parenting events.
Taking place from Friday 23 to Sunday 25 October 2026, the anniversary edition will bring together more than 350 baby and parenting brands, expert speakers and family-friendly features, offering visitors the chance to browse, compare and try products all under one roof.
Since its first show in 2002, The Baby Show says it has welcomed more than two million expectant parents and families, providing access to products, expert advice, demonstrations and show-exclusive offers.
Pampers returns as headline sponsor
Pampers will once again be headline sponsor of the event. Visitors will find Pampers products in their Baby Show goody bags, while the Pampers Baby Changing Area will provide a dedicated space for families, including complimentary nappies and wipes.
The partnership comes as Pampers celebrates more than 60 years of experience in baby care.
Hundreds of baby brands under one roof
More than 350 brands are expected at Olympia, including familiar names such as Tommee Tippee, Obaby, iCandy, MAM, Stokke, Silver Cross, Mamas & Papas, Venicci, Joie, Nuna, Miffy, Nuby, Maxi-Cosi, Tutti Bambini, SMA and Cybex.
The 2026 event will also welcome a selection of first-time exhibitors, including BIBS, Baby Mori, The Original Birth Connection, Petit Wagon, KikkaBoo, MUFFIK, Graco, The Baby Health Box and Bloom Bag, giving visitors an opportunity to discover smaller and emerging brands alongside established names.
Advice from parenting experts
Shopping isn’t the only attraction. The Live Talks Stage will return with free talks covering pregnancy, birth and parenting, with topics including breastfeeding and newborn feeding, sleep, maternal and paternal mental health and fatherhood.
Speakers include Midwife Pip, Daisy First Aid, Rachel Fitz-Desorgher, 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, Netmums, will also return to the stage for a live podcast recording hosted by Louise Burke and JB Gill.
Plenty for families to try
Families can put the latest buggies and pushchairs through their paces at the Buggy Testing Track, led by Project Baby and its team.
There will also be opportunities to take a break at The Baby Show Café with Joie and Baby Feeding Café with Holle, with complimentary baby food, warmers and microwaves available. A private breastfeeding area will also be provided.
The Pampers Baby Changing Area will offer another useful pitstop for families, with complimentary nappies and wipes.
Tickets for The Baby Show
Tickets cost £20 in advance and £28 on the door, with the advance ticket price including a £2 transaction fee per order. Early-bird tickets are available until 11.59pm on Monday 31 August 2026, subject to availability.
Visitors can also add a Baby Show goody bag worth more than £75 for £6.
The Baby Show will also sponsor the My Baba Awards for the second year, celebrating pregnancy and baby brands across the industry.
For more information and tickets, visit The Baby Show at Olympia London.
