Sponsors & Partners at Excel London

For more than 50 years, parents have trusted Pampers to care for babies’ happy, healthy development. As the UK’s No.1 nappy brand, we are dedicated to making babies’ world better by creating nappies and wipes designed for comfort, dryness, and skin protection. From newborn to toddler, Pampers combines expert care with innovative solutions to support families through every milestone. Because when your baby feels comfortable, you can enjoy more of those precious moments together.

Progressive Preschool connects the entire 0–5 baby and preschool sector through a powerful mix of trade media, digital news and industry-leading awards, uniting nursery, toys, apparel, publishing and everything in between under one influential brand. Progressive Preschool magazine is the only truly cross-category trade publication for the baby and preschool market, giving suppliers and retailers a complete view of the kids’ sector to spot opportunities, make smarter decisions and stay connected, while PreschoolNews.net delivers fast, relevant industry news and insight through twice-weekly newsflashes that keep a growing audience up to date on the trends that matter. The Progressive Preschool Awards celebrate excellence across product, retail, marketing and individual achievement, spotlighting the very best of the preschool industry and are free to enter.

Bounty supports families in the transition to parenthood, through each key life stage, from pregnancy to birth to toddler to pre-school. Their aim is to be the first place new mums turn to for advice, help, reassurance and information. 

As well as providing new mums with the timely advice and expert knowledge new mums need, Bounty introduces carefully chosen products and services to mums that can be invaluable through the different key stages; filled with free samples, money-off vouchers, and useful information, plus free guides offering practical, up-to-date information, advice, and guidance from pregnancy and beyond.

In supporting mums, Bounty also support the healthcare professionals caring for them, by operating as a responsible and giving commercial business. And, like any parent, we’re extremely proud of our whole family.

Dadvengers is a non profit company led by Nigel Clarke, a nationally recognised voice on fatherhood with lived experience and early years expertise. Typically dads haven't had much support when entering fatherhood. It's our mission to change that. This is why we support, inspire and champion dads at every stage of their parenting journey, helping them feel more confident, connected and supported.

We’re inviting expectant parents to discover our Expectant Fathers Course. Designed to support fathers from pregnancy through the early stages of parenthood. The course combines practical guidance, real conversations and peer support, helping dads feel more prepared, more confident and less alone. 

Whether you’re about to become a dad or you're already navigating early parenthood, come and speak to us to find out how we can support you. 

Pregnant? New parent? We’ve got you.

Emma’s Diary is your go-to sidekick for bump, baby and beyond — packed with expert advice from midwives, GPs and health visitors, real-parent tips, and loads of support to help you feel confident at every stage.

Track your pregnancy and baby milestones with our free app, and get your hands on amazing freebies to try baby products before you buy.

We’re here to help you enjoy the ride, feel supported, and make the most of every moment.

Family-run for over 125 years, HiPP Organic offer trusted nutrition and support for families, bringing peace of mind to parents through expert advice and high-quality products.

As the original organic baby food brand, and experts in organic Follow on Milk, HiPP supports you and your baby during each stage, from newborn to toddler.

Join the free HiPP BabyClub which offers support at every stage of your parenting journey, from pregnancy and beyond. Alongside exclusive benefits and great discounts, you’ll receive expert tailored advice every step of the way, giving you the resources, reassurance and support you need.​

Stop by The Baby Show Café for you and your little one to enjoy a free HiPP Organic baby food jar.

Joie are a family-first kind of company, driven by the simple joys of childhood. To us, it’s all about being together, whether out and about and on the road, or cosy at home and around the table.

Our high-quality baby gear is versatile and loaded with features that grow right along with little ones. Our extensive, award-winning product line is intentionally designed with “simply brilliant” features in mind – making life with children less work and more fun.

Make sure you head down to the Joie stand to see your favourite Joie products, catch up with the Joie experts and take a break in The Baby Show Café with Joie.

Midwife Pip is a globally trusted voice in modern pregnancy, birth and early parenthood, known for bringing clarity, calm and confidence to families at one of the most emotionally and physically significant times of their lives.

Pip combines evidence-based care with deeply human support, helping parents feel informed, reassured and in control of their choices. Her work reaches hundreds of thousands of families worldwide through her chart-topping podcast Midwife Pip Podcast, bespoke pre and postnatal support programme Your Pregnancy Journey, and her book Midwife Pip’s Guide to a Positive Birth.

Pip is also a recognised leader within the profession. She has published research within midwifery and maternity care helping shape national conversation, education and best practice across the field.

Netmums is a 360° digital media brand that meets parents wherever they are — on site, in social, on podcast, and in community.

We reach millions of UK parents across our platforms, combining expert advice, everyday realism, and entertaining conversation that reflect real family life today.

From pregnancy and newborn to family food, health, and lifestyle — Netmums delivers trusted, useful, and shareable content designed for parents, loved by brands.

Stokke® is a Norwegian company that is recognized worldwide for best-in-class solutions for children. For over forty years, we've combined our passion for Scandinavian design with the ability to challenge the ordinary and make beautiful products that nurture family bonding.