As a brand dedicated to supporting families and nurturing healthy babies at every step in their journey, Pampers will bring their trusted expertise and innovation directly to parents and parents-to-be. Known for their rich heritage rooted in understanding the needs of parents and their little ones, Pampers will enhance the show’s mission to empower and guide new parents during the earliest stages of their journey with exciting product demos, expert talks and product giveaways.

Providing a world of inspiration, whether visitors are looking for nursery must-haves such as cots and cribs, car seats or clothing, feeding equipment, pregnancy pillows or want to try a new baby carrier, The Baby Show is a must-attend for first time expectant parents, or those expanding their brood.

Ensuring visitors can shop smart and feel confident in their purchasing decisions, thanks to the amazing deals, savings and exclusive show offers to be found, visitors can also try before they buy.

With more than 350 brands to browse and purchase from, including household names such as Tommee Tippee, Obaby, The Baby Room at Smyths, Pampers, iCandy, MAM, Stokke®, Silver Cross, Venicci, Joie™, Nuna, Nuby, Tutti Bambini, and Cybex amongst others, visitors to the show can also discover boutique independent brands not often found on the high street.

New and emerging brands joining in on the fun at Excel include Will and Finch, Dolcetta, Baby Care Consultancy, Little Love Books, Looped With Love, Shady, Nurtura, Little Paws Big Memories, Clipp, Aligned Parenting and Zello.

The Buggy Testing Track, a returning and much-loved feature of the show, hosts a range of prams, buggies and pushchairs for visitors to try on different terrains and surfaces. Led by Project Baby and team, experts are on hand to provide tips and advice to ensure the right purchase is made to match desired requirements.

Fellow returning features to the show will also include the Live Talks Stage sponsored by Tommee Tippee. Welcoming a wonderful variety of expert speakers across the three days of the show, experts taking to the stage will share their words of wisdom and impart their top tips and advice, tailoring their talk to tackle the important issues new parents might face, including birth, sleep, first aid, newborn feeding and weaning, babywearing, mental health and more.

Experts heading to the stage will include Daisy First Aid, weaning experts Charlotte Stirling-Reed and Annabel Karmel MBE, babywearing and movement expert, Vern Hill Founder at Carifit, Positively Parenthood’s Heidi Skudder, Midwife Pip, Midwife Vic, founder of C-sectionUK™ and more.

The show will also play host to several much-loved favourite features for 2026, including The Baby Show Café with Joie for relaxing pit stops, the Baby Feeding Café with complimentary baby food, warmers and microwaves, as well as the essential Baby Changing Area sponsored by Pampers, complete with complimentary nappies and wipes.

Show Director at The Baby Show, Mallory Reynolds-Trout says: “The Baby Show is much like a faithful friend holding your hand on those first exciting steps into parenthood. We want to be a part of this adventure with expectant parents as they embark on this journey by making sure we offer the tools, products and advice both first time and seasoned parents need to feel reassured and confident as they welcome their little one into the family.

That’s why we are so excited to be coming back to Excel London once more and with our new headline sponsor, Pampers, alongside the UK’s very best pregnancy and parenting brands and leading experts. We can’t wait to welcome a new generation of parents and parents-to-be through our doors in March.”

Yi Chang from Pampers says: “We are incredibly excited to be partnering with The Baby Show as their headline sponsor for 2026. Pampers is committed to providing the best for every baby, and we are thrilled to be part of this vibrant event that not only showcases the latest in baby care but also fosters a community of support, expertise through innovation, and shared experiences among parents and parents-to-be.”

Welcoming over 25,000 visitors to the show over the course of jam-packed three days of shopping, tickets are £28 on-the-door and £18 in advance, and there are great deals in the lead up to the show online, including early-bird tickets, saving £13 on-the-door until Sunday 4th January.*

There are also a number of Tommee Tippee packages, where you can buy your tickets and your choice of an incredible Tommee Tippee product in advance, so you can take advantage of some great offers. Visitors can also add-on an amazing Baby Show goody bag, worth over £75, for just £6.

For more information about The Baby Show or to purchase tickets, please visit www.thebabyshow.co.uk/excel


About The Baby Show

The Baby Show is the UK’s leading pregnancy, baby, and parenting event, attracting over 80,000 people each year. Organised by Clarion Events, it is home to unrivalled shopping, expert advice, exclusive offers from top parenting brands, and family-friendly fun.

Forthcoming Events

• The Baby Show NEC Birmingham, sponsored by Pampers, 8 – 10 May 2026
• The Baby Show Olympia, London, sponsored by Pampers, 23-25 October 2026

Sponsors & Partners

• Headline Sponsor: Pampers
• Live Talks Stage Sponsor: Tommee Tippee
• Sponsors & Partners: Bounty, Daisy First Aid, Emma’s Diary, Project Baby, Baby to Body
• Product Sponsors: Joie™, Obaby, Stokke®