Pregnancy Babies and Children's Expo

What Pregnancy Babies and Children's Expo does

Pregnancy Babies and Children's Expo (PBC Baby Expo) is an Australian consumer event business that produces multi-city pregnancy, baby, and early-parenting expos. Founded in 1989 and headquartered in Unley, South Australia, the company operates an annual calendar of two-day expo events across five major Australian capital cities: Melbourne (4-5 July 2026), Sydney (15-16 August 2026), Perth (12-13 September 2026), Adelaide (17-18 October 2026), and Brisbane (28-29 November 2026). The company is privately held and appears to operate under Eventcrowd as its parent platform, with an exhibitor dashboard hosted at dashboard.eventcrowd.com.au. The business has a small staff of 11-50 employees.

PBC Baby Expo's core offering is a curated live shopping and education experience for expectant parents and parents of infants and toddlers. The expo floor aggregates 17+ pram brands and 40+ models, baby carriers, cots, car seats, feeding products, and nursery essentials, supported by differentiated attractions including the Pram Test Track (sponsored by Westpac), the Babywearing Hub (delivered in partnership with the Australian Babywearing Association), and on-site facilities such as the Parents Room (sponsored by Little One's) and the Toddler Play Zone. Educational programming includes free talks and hands-on workshops delivered by a resident midwife and partner organizations such as the Australian Breastfeeding Association, Red Nose, PANDA, Tresillian, Still Aware, and Nurture & Know.

The revenue model is a three-stream event business: (1) ticket sales, after the company shifted from a 35-year free-entry model to paid ticketing in 2022, reportedly filtering for higher-quality visitors with 89% reporting they felt better prepared and informed; (2) exhibitor booth fees, which are quote-based and not publicly disclosed; and (3) sponsorship revenue from named-attraction sponsorships (cafe, rest stations, pram test track, parents room, toddler play zone) and headline event sponsors such as Woolworths. Marketing is multi-channel across Facebook, Instagram, YouTube, LinkedIn, TikTok, an email newsletter, an Advice Centre content blog, and earned media including national television coverage on The Today Show.

Name

Pregnancy Babies and Children's Expo

Legal name

PBC Baby Expo

Website

https://pbcexpo.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

PBC Baby Expo is an Australian private event business that runs multi-city pregnancy, baby, and parenting expos across five capital cities, serving expectant and new parents with paid ticketed events featuring 17+ pram brands, expert talks, and a resident midwife.

Ownership category

akta.pro rank

Product category

Consumer Trade Shows

NAICS

Convention and Trade Show Organizers (56192), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Family, Kids & Education Fairs (MPAGAFAH)

akta.pro secondary industry

General Consumer Expos & Trade Shows (MPAGAFAA)

Keywords

• Parenting consumer expos
• Baby product trade shows
• Maternity exhibitions
• Family consumer events
• Infant retail showcases

Headquarters

HQ city

Unley

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Ticket Sales: Paid ticketing model introduced in 2022 after 35 years of free events. Revenue from ticket sales provides direct income and enables reinvestment in marketing, facilities, and speakers.
2. Exhibitor Fees: Brands and businesses pay to exhibit at the expo, gaining access to qualified visitors ready to purchase. The paid ticketing model attracts serious buyers, reaping rewards for exhibitors.
3. Sponsorship Revenue: Various sponsorship opportunities including cafe sponsorship (UPPAbaby), rest station sponsorship (Redsbaby), Pram Test Track sponsorship (Westpac), Parents Room sponsorship (Little One's), and general expo sponsorships.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Pregnancy Babies and Children's Expo (also branded PBC Baby Expo) operates multi-city consumer expos in Australia targeting expectant parents and parents of babies and young children. The expo aggregates baby, maternity, and parenting brand exhibitors who showcase and sell products on-site, alongside live consumer features such as a Pram Test Track, Babywearing Hub, Parents Room, Toddler Play Zone, expert talks, and workshops. The event is run under parent group Eventcrowd.

Product overview

PBC Baby Expo is Australia's largest baby expo event featuring a platform of interconnected products and services designed for expectant parents and families with young children. The core offering is the expo event itself, which showcases 17+ pram brands and 40+ models through an exclusive Pram Test Track, complemented by a Babywearing Hub delivered in partnership with the Australian Babywearing Association. Additional offerings include the Parents Room facility, Toddler Play Zone, FREE Talks and Classes with resident midwife services, Hands On Workshops, and exclusive Expo Only Deals from participating brands. The event also features supporting initiatives including The Nappy Collective community program and the Advice Centre content resource. Events are held across multiple Australian cities including Melbourne, Sydney, Perth, Adelaide, and Brisbane.

Differentiator

Problem solved

Functional benefit

Products and services

• PBC Baby Expo (multi-city consumer expo series)

Quantifiable outcome

• 89% of attendees felt more prepared, confident, and better informed as a result of their visit

Named customers13 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered major, minor and core.

• UPPAbabymajorGTM or Marketing PartnerUPPAbaby is the official sponsor of the Expo Café. As attendees explore the expo floor, UPPAbaby provides comfort and refreshment, positioning the brand directly in front of engaged parents.
• WestpacmajorGTM or Marketing PartnerWestpac sponsors the Pram Test Track, where parents can push, park and compare a huge range of pram brands over different terrains. The track helps parents make informed purchase decisions.
• RedsbabymajorGTM or Marketing PartnerRedsbaby sponsors Rest Stations where parents can take a seat and enjoy a moment of calm. The sponsorship positions Redsbaby as a caring brand for parents.
• Little One'sminorGTM or Marketing PartnerLittle One's sponsors the Parents Room, providing FREE Little One's Ultra Dry 10 nappy packs (Size 2 or 3) and nappy change facilities for expo visitors.
• WoolworthsmajorGTM or Marketing PartnerMajor sponsor of PBC Baby Expo events, featured on homepage banners promoting expo tickets and presence.
• Australian Babywearing AssociationcoreStrategic or Co-development PartnerThe Australian Babywearing Association delivers the Babywearing Hub at PBC Baby Expo, providing hands-on support and resources to help parents enhance their bond with babies through babywearing. The association is Australia's peak body for babywearing education, advocacy, and training.
• The Nappy CollectiveminorGTM or Marketing PartnerPBC Baby Expo is an official sponsor of The Nappy Collective, supporting their initiative for sustainable nappy collection.
• Red NoseminorOthersRed Nose provides safe sleeping advice and presentations at expo events, educating parents on reducing SIDS risk. They have been advising Australian parents for 40 years.
• Australian Breastfeeding AssociationminorOthersAustralia's leading authority on breastfeeding provides educational talks at expo events covering benefits of breastfeeding, positioning, attachment, and support available.
• PANDAminorOthersPerinatal Anxiety & Depression Australia supports mental health of parents and families during pregnancy and first year of parenthood.
• TresillianminorOthersChild and family health organization providing parenting support, listed as a home partner for the expo.
• Still AwareminorOthersNot-for-profit charity dedicated to ending preventable stillbirth, providing safe pregnancy information for expectant families.
• Toddler SenseminorGTM or Marketing PartnerToddler Sense sponsors the Toddler Play Zone, providing adventure-filled space for toddlers with obstacle courses, imaginative play areas, and interactive toys.
• Baby SensoryminorGTM or Marketing PartnerBaby Sensory is a home partner for the expo, supporting sensory development activities for babies.
• Maxi CosiminorGTM or Marketing PartnerMaxi Cosi provides car seat safety classes at expo events, covering tips on selecting, installing, and using car seats.
• Nurture & KnowminorGTM or Marketing PartnerNurture & Know provides Baby First Aid sessions at expo, covering CPR, choking response, allergic reactions, and common childhood emergencies.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Reed Exhibitions: One of the world's largest exhibition organizers, running consumer and trade shows across many verticals. Comparable in organizing expertise and sponsor/exhibitor monetization, though far broader in category coverage than PBC's niche focus.
• Eventbrite: Large-scale event ticketing and management platform used by consumer expos and trade shows globally. PBC uses a third-party platform (lup.com.au) for ticketing, making Eventbrite a broad incumbent in the enabling layer of the same value chain.
• Informa (Informa Markets): Global B2B events and exhibitions group operating trade shows and consumer expos worldwide. Relevant comparable for events operations, sponsor sales, and venue contracting, even though PBC operates in a narrower vertical.

Direct peers

• The Baby Show (UK): The UK's largest pregnancy and baby expo, operating multi-city shows (London, Birmingham, Manchester). Closely comparable to PBC Baby Expo in format, audience (expectant and new parents), and exhibitor/sponsorship model.
• Baby & Toddler Show (Australia): Australian consumer expo targeting expectant parents and families with young children, run across Australian cities. Direct competitor in the same geography with a similar exhibition and exhibitor-fee business model.
• Bounty Parents (Australia/NZ): Sampling and engagement platform targeting expectant and new parents in Australian hospitals and via events, with sponsor-funded sampling bags. Reaches the same audience via an event-and-content model, making it a partial substitute for PBC's sponsor access to new parents.
• Bump, Baby and Toddler Expo: Pregnancy and baby consumer expo with multi-city events in the US/Canada, offering exhibitor booths, expert talks, and product testing. Comparable format and target audience to PBC Baby Expo.

Regional players

• Pregnancy, Birth & Baby (NSW Health): Australian government-supported information service and event programming for expectant and new parents. Comparable audience and content mission, though delivered digitally and through community channels rather than paid expos.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PbcexpoAu/featured
• Facebookfacebook.com/pbcexpo
• LinkedInau.linkedin.com/company/pregnancy-babies-&-children's-expo
• Instagraminstagram.com/pbcexpo
• TikToktiktok.com/@pbcexpo_
• Xx.com/pbcexpo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pregnancy Babies and Children's Expo