The Baby Expo Dubai

What The Baby Expo Dubai does

The Baby & Kids Expo Dubai, organized by NAC Fairs Events LLC, is a Dubai-headquartered exhibition and event management company that operates a flagship annual B2B and B2C expo for the mother, baby, child, and family sector in the Middle East. Founded in 2024, the company runs a hybrid event model combining consumer-facing family ticket sales distributed through Virgin Megastore with trade visitor pre-registration, exhibitor stand bookings, and multi-tiered sponsorship packages. The 2026 edition is scheduled for 22-24 October at Dubai Exhibition Centre and features 450+ brands, three dedicated industry summits (NextGen Industry Leaders, Early Learning, She Leads), themed healthcare stages (Medcare Main Stage, Mediclinic Hospital Stage), matchmaking services, and free expert-led educational workshops.

The business is privately held with no disclosed external funding, operated by a small core team of approximately 8 people. Revenue is generated across five streams: exhibition stand sales (minimum 36 SQM required for matchmaking access), sponsorship tiers (Main Stage, Hospital Stage, Platinum, Gold, Silver, Community Partner), B2C ticket sales, free trade visitor passes with a VIP Buyer programme, and paid summit/conference access. Major commercial partners include Mumzworld (Platinum), Medcare and Aster Pharmacy (Main Stage sponsors), Mediclinic (Hospital Stage), Stokke (Gold), and Babyshop (Baby & Parenting Partner). The advisory board includes senior leaders from Cybex, Mumzworld, Abu Dhabi Early Childhood Authority, Toy Market Group, and Mummazone, providing institutional entrenchment across the healthcare, retail, e-commerce, and education segments.

The company is an event organizer with an event-driven GTM motion, not a technology platform. Strategic positioning emphasizes regional market consolidation — the company claims the largest baby and child exhibition footprint in the Middle East, with reach across 28 countries, AED 26 million in reported business deals at the 2025 edition, and recognition as "Exhibition of the Year, Under 10,000 sqm" at the Middle Eastern Event Show. Growth initiatives include a 2025 expansion into Saudi Arabia (Riyadh), a community sub-brand called Wiyana, and a 2026 rebrand that extends the event beyond baby and maternity to include children up to age 12, toys, and family lifestyle categories.

Name

The Baby Expo Dubai

Legal name

NAC Fairs Events LLC

Website

https://thebabyexpo.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

The Baby & Kids Expo Dubai, organized by NAC Fairs Events LLC, is a Dubai-based exhibition company operating the Middle East's largest annual B2B/B2C expo for the mother, baby, child, and family sector, featuring 450+ brands, three industry summits, and expansion into Saudi Arabia.

Ownership category

akta.pro rank

Product category

Trade Show and Exhibition Services

NAICS

Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

akta.pro secondary industries

General Consumer Expos & Trade Shows (MPAGAFAA), Family, Kids & Education Fairs (MPAGAFAH)

Keywords

• Exhibition services
• Trade show organization
• Baby and kids events
• B2B matchmaking programs
• Consumer expos

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibition Stand Sales: Revenue generated from selling exhibition booth spaces to brands and companies in the baby, child, and family sector. The matchmaking programme requires booking a 36 SQM+ booth to qualify.
2. Sponsorship Packages: Multiple sponsorship tiers including Main Stage Sponsor, Hospital Stage Sponsor, Platinum, Gold, Silver sponsorships, and community partnerships. Sponsors receive visibility, branding, and speaking opportunities.
3. B2C Ticket Sales: Family and consumer tickets sold through Virgin Megastore ticketing platform. Early bird discounts offered for advance purchases.
4. Trade Visitor Pass: Free trade visitor passes for qualified buyers and industry professionals, with VIP Buyer programme for high-value prospects.
5. Summit and Conference Access: Paid access to industry summits including NextGen Industry Leaders Summit, Early Learning Summit, and She Leads Summit, which feature networking, keynote sessions, and business matchmaking.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

The Baby & Kids Expo Dubai organizes a major annual exhibition event in Dubai featuring 450+ baby, child, and toy brands alongside free expert-led workshops, healthcare advice, and live entertainment. The company also operates dedicated B2B industry summits (NextGen Industry Leaders, Early Learning, She Leads) and a matchmaking programme connecting verified trade buyers with exhibiting brands. Complementary offerings include the Wiyana community event, exhibition stand sales, and sponsorship packages targeting GCC and broader Middle East markets.

Product overview

The Baby & Kids Expo Dubai operates as a comprehensive exhibition and events platform for the mother, baby, and children industry. The core offering is the Baby & Kids Expo Dubai exhibition featuring 450+ brands, complemented by three dedicated B2B summits (NextGen Industry Leaders Summit, Early Learning Summit, and She Leads Summit) that serve different segments of the industry. Additional offerings include themed event stages (Medcare Main Stage, Mediclinic Hospital Stage), the Wiyana community event, matchmaking services, VIP buyer services, stroller testing experiences, and educational workshops. The company functions as an events and exhibition organizer rather than a technology product company.

Differentiator

Problem solved

Functional benefit

Brands

• Wiyana: A community event bringing families, experts and baby & kids brands together for learning, connection & support. Launched June 2025 in Dubai.
• NextGen Industry Leaders Summit
• Early Learning Summit
• She Leads Summit

Products and services

• Baby & Kids Expo Dubai The main annual exhibition event featuring 450+ leading baby, child, and toy brands under one roof at the Dubai Exhibition Centre, with free expert-led workshops, healthcare advice, kids activities, live entertainment, exclusive giveaways, and celebrity interviews. Scheduled for 22-24 October 2026.
• Wiyana Community Event A community event bringing families, experts, and baby & kids brands together for learning, connection, and support, featuring interactive workshops, stage content, and brand experiences. Held at Agenda, Media City in Dubai.
• NextGen Industry Leaders Summit A B2B retail summit focusing on the Mother, Baby & Child market, bringing together senior retail decision-makers, brands, and innovators to discuss retail trends, product innovation, sustainability, and strategies shaping the market.
• Early Learning Summit A dedicated B2B forum for the early childhood education and family wellbeing ecosystem, convening educators, operators, experts, innovators, and industry leaders.
• She Leads Summit A platform celebrating and supporting women navigating leadership, career growth, entrepreneurship, and personal wellbeing alongside motherhood and family life transitions.
• Matchmaking & Buyers Programme

Quantifiable outcome

• AED 26 Million in business deals generated (2025)
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered flagship, major, minor and core.

• MedcareflagshipGTM or Marketing Partner · 1 January 2026Medcare announced as official Main Stage Sponsor for Baby & Kids Expo 2026. Will headline a three-day programme of expert-led discussions, practical workshops and engaging panel sessions. As Main Stage Sponsor, Medcare provides healthcare expertise and credibility to the event while gaining visibility among families.
• Aster PharmacyflagshipGTM or Marketing Partner · 1 January 2026Aster Pharmacy announced as official Main Stage Sponsor alongside Medcare for Baby & Kids Expo 2026. Brings pharmacy expertise and community health credibility to the event, reaching expectant parents and families.
• BabyshopmajorGTM or Marketing Partner · 1 May 2025Babyshop is official Baby & Parenting Partner. Features the largest Stroller Testing Park in the region. Curates premium selection of global brands including Cybex, Nuna, Babyzen, and others. CEO Ruban Shanmugarajah serves on Advisory Board.
• MAPYRminorStrategic or Co-development Partner · 1 May 2025MAPYR (babywearing brand) Managing Director Ali El Hagar serves on Advisory Board. Brand demonstrates babywearing products at education workshops.
• OPYMAminorStrategic or Co-development Partner · 1 May 2025OPYMA (education and parenting organization) Founder Pierre-Yves Renoir serves on Advisory Board, contributing expertise to Early Learning Summit.
• Toy Market GroupminorStrategic or Co-development Partner · 1 May 2025Toy Market Group CEO Wael Sinno serves on Advisory Board, providing toy industry expertise and network connections for the NextGen Industry Leaders Summit.
• Mummazone Medical Equipment & TradingminorStrategic or Co-development Partner · 1 May 2025Mummazone CEO Jozie Habib serves on Advisory Board, bringing medical equipment and maternal health expertise to the expo.
• MediclinicmajorGTM or Marketing Partner · 1 February 2025Mediclinic announced as official Hospital Stage Sponsor for Baby & Kids Expo 2026. Bringing a dedicated team of leading medical experts offering complimentary workshops, expert-led talks, and one-to-one advice on pregnancy, newborn essentials, first aid, nutrition, and parenting health concerns.
• NAC FairscoreStrategic or Co-development Partner · 1 January 2025Headquartered in Dubai, NAC Fairs is one of the leading organizers in the Middle East's events and exhibitions space. They specialize in creating connections, building communities, and developing platforms that deliver success for clients, with a track-record of delivering world-class exhibitions and corporate events. NAC Fairs is the parent/organizing company behind The Baby & Kids Expo Dubai.
• TeknumminorGTM or Marketing Partner · 1 January 2025Teknum confirmed as Silver Sponsor at Baby & Kids Expo Dubai 2026. Known for thoughtfully designed baby essentials combining comfort, safety and everyday practicality for modern families.
• MumzworldmajorGTM or Marketing Partner · 1 January 2025Mumzworld is Platinum Sponsor and also Mumz Lounge Partner. The Middle East's leading e-commerce platform for Mum, Baby, and Child. Group CEO Massimiliano Spalazzi serves on the Advisory Board and speaks at summits.
• StokkemajorGTM or Marketing Partner · 1 January 2025Stokke is Gold Sponsor, offering premium children's furniture including the iconic Tripp Trapp high chair. Provides product showcase and expert demonstrations at the expo.
• MothercareminorGTM or Marketing Partner · 1 January 2025Mothercare is Silver Sponsor, showcasing their range of baby and maternity products at the exhibition.
• Virgin MegastoremajorChannel Partner/ Reseller/ Distributor · 1 January 2025Virgin Megastore is official B2C Ticketing Partner for The Baby & Kids Expo Dubai. Handles ticket sales for family admission through their online platform and physical stores.
• TheFamilyHubminorGTM or Marketing Partner · 1 January 2025TheFamilyHub is Community Partner, providing parenting content and community engagement for the expo audience.
• Mother Baby ChildminorGTM or Marketing Partner · 1 January 2025Mother Baby Child is Official Parenting Publication, providing editorial coverage and audience reach for the parenting community.
• CybexmajorGTM or Marketing Partner · 1 January 2025Cybex is Official Innovation Partner, showcasing their premium baby gear and car seat safety technology. CEO Irfan Porbanderwalla serves on Advisory Board.
• Abu Dhabi Early Childhood AuthoritymajorStrategic or Co-development Partner · 1 January 2025Abu Dhabi Early Childhood Authority provides strategic support and expertise. Director of Communications and Partnerships Laila Al Hassan serves on Advisory Board. H.E. Dr. Yousef Al Hammadi speaks at Early Learning Summit.
• The EntertainerminorGTM or Marketing Partner · 1 January 2025The Entertainer (deals and experiences platform) CCO Geoff Sheffield speaks at NextGen Industry Leaders Summit on licensing, innovation and consumer trends in toys.
• Kojokaru ToysminorStrategic or Co-development Partner · 1 January 2025Kojokaru Toys Co-founder Nahla Olabi speaks at NextGen Industry Leaders Summit on cultural and Islamic wooden toys and early childhood education.
• Made by NatureminorStrategic or Co-development Partner · 1 January 2025Made by Nature Founder Silvia Pieroni speaks at NextGen Industry Leaders Summit on sustainable retail and organic products for families.
• The Baby GarageminorStrategic or Co-development Partner · 1 January 2025The Baby Garage Founder and CEO Farah Ahmed speaks at NextGen Industry Leaders Summit. The platform engages over 1.3 million mothers through social commerce.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Others

• Mumzworld: Middle East's leading online baby/maternity retailer and Platinum Sponsor of The Baby & Kids Expo. Ecosystem participant rather than direct competitor, but operates in the same end-market.
• Spielwarenmesse (Nuremberg International Toy Fair): World-leading toy and game trade fair. Not a regional competitor but a globally comparable industry exhibition concept for toy/kids products.
• NAC Fairs Events LLC: The parent organiser entity — not a peer in the competitive sense but the platform and resource base behind The Baby & Kids Expo Dubai.

Broad incumbents

• Messe Frankfurt Middle East: Global trade fair organiser with a Dubai-based regional entity running consumer goods, beauty, and lifestyle exhibitions. Comparable operating model in MENA.
• Informa Markets (Middle East): Global exhibition organiser with a major MENA footprint (Arabian Travel Market, Cityscape, etc.). Comparable as a B2B trade exhibition operator in the same geography.
• dmg events: Largest Dubai-headquartered exhibition organiser, running INDEX, The Hotel Show, Big 5, and many others. Comparable as a regional exhibition organiser with deeper resources and broader portfolio.
• Reed Exhibitions (RX) Middle East: Global exhibition organiser with MENA presence across consumer, retail, and lifestyle verticals. Comparable as a large-scale regional exhibition operator.

Direct peers

• Mother, Baby & Child Show (MBC): Regional mother, baby, and child exhibition in the Middle East. Directly competes with The Baby & Kids Expo Dubai for the same exhibitor base and family/trade audiences.
• Playworld Middle East: Trade exhibition for the toy, play, and children's products industry in the Middle East. Directly competes for the same exhibitors (toy, kids, baby brands) and trade buyers in the GCC region.

Regional players

• INDEX Dubai: Flagship interior design and furniture trade exhibition run by dmg events in Dubai. Comparable as a large-scale annual B2C+B2B expo held at Dubai World Trade Centre / Dubai Exhibition Centre.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@thebabyandkidsexpo
• Facebookfacebook.com/The-Baby-Expo-125612497188822
• LinkedInlinkedin.com/company/thebabyexpo
• Instagraminstagram.com/babykidexpo.dubai
• TikToktiktok.com/@thebabyexpo.gcc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Baby Expo Dubai