Celebrating 25 years – The only shopping experience for new and expectant parents.

More than 350 baby and nursery brands will descend on Olympia London this October as The Baby Show celebrates its 25th anniversary with three days of shopping, product demonstrations and expert advice for expectant and new parents.

The event, which has connected with more than two million parents since launching in 2002, returns from 23 to 25 October 2026, with thousands of families expected to attend.

Major brands including Tommee Tippee, MAM, Stokke, Silver Cross, Mamas & Papas, Venicci, Joie, Nuna, Maxi-Cosi, Tutti Bambini and Cybex will showcase their latest products, alongside a selection of independent and emerging businesses making their debut at the London event.

Sponsored by Pampers, this year’s show will also feature live expert talks, buggy testing, feeding facilities and exclusive offers aimed at families preparing for a new baby.

The anniversary comes as the baby and nursery market continues to evolve, with parents increasingly looking for opportunities to compare products, discover new brands and get practical advice before making purchases.

Among the new exhibitors at Olympia will be BIBS, Baby MORI, Petit Wagon, KikkaBoo, MUFFIK, Graco, The Baby Health Box, Mount Made, Yes Merino and Bloom Bag.

Expert advice takes centre stage

Alongside the shopping opportunities, the show’s Live Talks Stage will return with free sessions covering pregnancy, birth, breastfeeding, newborn feeding, sleep, parental mental health and fatherhood.

Speakers will include Midwife Pip, Daisy First Aid, Rachel Fitz-Desorgher, Charlotte Stirling-Reed, Annabel Karmel MBE and Clare Byam-Cook, among others.

Netmums, the show’s official podcast and media partner for 2026, will also host a live podcast recording with Louise Burke and JB Gill, sharing stories and experiences of parenthood.

Visitors will also be able to put the latest pushchairs through their paces at the Buggy Testing Track, run by Project Baby, which will feature a range of different terrains and surfaces.

For families attending with young children, the Baby Show Café with Joie and Baby Feeding Café with Holle will provide spaces to stop, feed and recharge. Complimentary baby food, bottle warmers and microwaves will be available, alongside a private breastfeeding area.

The Pampers Baby Changing Area will also return, providing complimentary nappies and wipes.

Celebrating 25 years

Cheryl Carroll, Show Director at The Baby Show, said the anniversary marked an opportunity to reflect on the event’s history while continuing to support new generations of parents.

“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.”

She added that while the world of parenting has changed significantly since the first show in 2002, the event’s focus on giving parents access to trusted advice and helping them make informed decisions has remained unchanged.

The Baby Show will also sponsor the My Baba Awards for a second consecutive year, celebrating pregnancy and baby brands across the sector.

Tickets and dates

The Baby Show takes place at Olympia London from Friday 23 to Sunday 25 October 2026.

Tickets cost £20 in advance or £28 on the door, including a £2 transaction fee per order. Visitors can also purchase a Baby Show goody bag, worth more than £75, for £6.