The Baby Show

What The Baby Show does

The Baby Show is the UK's longest-running dedicated pregnancy and baby consumer exhibition series, founded around 2001 and operated by Clarion Events Limited from a registered office in London (Putney). The company runs three annual live shows at premier UK venues — Olympia London (October), ExCeL London (March), and NEC Birmingham (May) — each gathering 350+ exhibiting brands, 1,000+ baby products, and an audience of expectant and new parents seeking to compare prams, car seats, nursery items, and adjacent parenting goods in person. Headline sponsorship for the 2026 series shifted from Lidl GB to Pampers, with Tommee Tippee, Stokke, Obaby, and Joie filling secondary product and café-naming sponsorship tiers.

The business operates as a two-sided events marketplace. On the demand side, the company sells consumer tickets exclusively online through the See Tickets platform, with children aged 0-14 admitted free on a ticketed basis, and offers early-bird discounts via its email newsletter capture. On the supply side, the company sells exhibition space (shell scheme, space-only) and multi-tiered sponsorship packages to baby and parenting brands, ranging from FTSE-grade CPG players (Pampers, Procter & Gamble-parent) to niche boutiques (Bibbilyboo, FOLDiMATS). Distribution and audience-building run through organic social channels (Instagram, TikTok, Facebook, YouTube, LinkedIn), an email capture programme ('SIGN UP & SAVE'), and a curated set of podcast and media partnerships (Netmums, Bounty, Emma's Diary, Motherkind, Secret Life of Dads). On-site product offerings include a Live Talks stage with resident experts (Midwife Pip as Resident Midwife), a Buggy Testing Track, a Pampers-sponsored Baby Changing Area, and a Holle-sponsored Feeding Café.

The company operates with a lean team of 8 employees, has no public listing or disclosed venture capital, and does not develop proprietary technology beyond an E-Zone exhibitor portal for brand self-management. Revenue is generated almost entirely from three sources: exhibitor space sales (one-time per event), consumer ticket sales (transaction-fee model via See Tickets), and tiered sponsorship packages (headline, product, café-naming). Customer concentration risk is concentrated on a small set of headline and tier-1 sponsors, while the exhibitor base of 350+ brands provides revenue diversification at the lower tiers.

Name

The Baby Show

Legal name

Clarion Events Limited

Website

https://thebabyshow.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

The Baby Show is the UK's leading pregnancy and baby consumer exhibition series, running three annual live events at Olympia London, ExCeL London, and NEC Birmingham. It serves expectant and new parents with 350+ brands, expert talks, and exclusive product discounts under headline sponsorship from Pampers.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Exhibitor Space Sales: The Baby Show generates primary revenue by selling exhibition space to baby and parenting brands. Options include shell scheme stands, space-only stands, and bespoke sponsorship packages. Exhibitors range from small boutiques to leading national brands.
2. Ticket Sales: Revenue from selling admission tickets to consumers attending the live events. Children aged 0-14 attend for free with a ticket. Online ticketing via See Tickets platform.
3. Sponsorship: Multi-tiered sponsorship packages including headline sponsorship (Pampers 2026), product sponsorships, café naming rights, and trade partner arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

The Baby Show operates the UK's premier live baby and parenting exhibition series, producing three annual events at Olympia London, ExCeL London, and NEC Birmingham where 350+ brands showcase 1,000+ products with exclusive show discounts. The company sells exhibition space and multi-tier sponsorship packages to baby and parenting brands, and sells consumer admission tickets for parents to attend, test products, and access expert advice. Additional offerings include live expert speaker talks, a buggy testing track, and an E-Zone web portal for exhibitor profile management.

Product overview

The Baby Show is a live events company operating the UK's premier baby and parenting exhibition series. The core offering consists of three annual live events at Olympia London, Excel London, and NEC Birmingham, featuring 350+ brands and 1000+ products with exclusive show discounts. The events incorporate Live Talks Stage with expert speakers, a Buggy Testing Track for product trials, and family-friendly facilities including baby changing and feeding areas. An E-Zone exhibitor portal provides web-based tools for participating brands to manage their presence. The product portfolio is organized into browsable categories (buggies, car seats, carriers, sustainable products) and complemented by buying guides and expert advice content.

Differentiator

Problem solved

Functional benefit

Products and services

• Olympia London Show Annual live baby and parenting exhibition event held at the Olympia London venue. Features 350+ leading brands with 1,000+ products, expert talks, buggy testing track, and family-friendly facilities. Targeted at expectant and new parents in the London and South East region.
• Excel London Show Annual live baby and parenting exhibition event held at ExCeL London. Major show venue in East London with strong transport links. Features leading baby brands, expert talks, product demonstrations, and exclusive show discounts.
• NEC Birmingham Show Annual live baby and parenting exhibition event held at NEC Birmingham. The largest UK exhibition center serving the Midlands and Northern England. Features 350+ brands, expert advice, and exclusive show discounts.
• The Baby Show Live Events Series The umbrella brand for the three annual UK baby and parenting exhibition events. Aggregates 350+ leading brands, 1,000+ products, 500+ discounts and demos, and free expert advice under one venue across three geographic locations.
• E-Zone Exhibitor Portal Web-based portal for exhibitors to manage their presence at The Baby Show. Enables exhibitors to manage profiles, upload brand categories, add products and services, upload press releases and offers, and access tickets and assets. Serves as the operational tool for participating brands.

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• PamperscoreGTM or Marketing Partner · 1 March 2026Pampers serves as Headline Sponsor for The Baby Show 2026 series across all three events. As the UK's No.1 nappy brand trusted for over 50 years, Pampers provides brand visibility and consumer credibility. The partnership includes naming rights, prominent booth presence, and integrated marketing across show materials.
• Buy Women BuiltminorGTM or Marketing Partner · 11 February 2026Collaboration with Buy Women Built, a consumer movement shining a light on female founded consumer brands. Partnership spotlights female-founded brands at The Baby Show.
• NetmumscoreGTM or Marketing Partner · 10 February 2026Netmums, one of the UK's most trusted parenting platforms, serves as Official Podcast and Media Partner for the full 2026 Baby Show series. The partnership provides content marketing, audience reach, and credibility with expecting and new parents.
• Daisy First AidcoreGTM or Marketing Partner · 13 January 2026Continued partnership with Daisy First Aid for 2026 events, kickstarting at Excel London from March 2026. Daisy First Aid offers fun and fear-free first aid courses for parents and childcarers, aligning with The Baby Show's expert advice positioning.
• The Secret Life of DadsminorGTM or Marketing Partner · 30 September 2025The Secret Life of Dads podcast announced as Official Podcast Partner for Olympia, London 2025. Honest, funny podcast exploring modern fatherhood. Partnership targets paternal audience segment.
• Parenting Out LoudminorGTM or Marketing Partner · 9 September 2025Partnership with Parenting Out Loud, workplace culture change programme founded by Elliott Rae. Part of The Baby Show's commitment to supporting fathers and diverse parenting experiences.
• The Motherkind PodcastminorGTM or Marketing Partner · 20 February 2024The Motherkind Podcast with over 3.5 million downloads, in the top 0.5% of podcasts globally, served as Official Podcast Partner for ExCeL London 2024.
• SeraphineminorGTM or Marketing Partner · 1 January 2023Seraphine, renowned British maternity brand, was Official Maternity Partner for The Baby Show with Lidl GB 2023 at Olympia London.
• Baby2BodycoreGTM or Marketing PartnerBaby2Body is the #1 app for pregnancy fitness and wellness, supporting over 5 million women worldwide. Partnership provides expert content, wellness programming, and AI wellness coach Bella for show attendees. Partnership has continued across multiple years.
• Midwife PipcoreGTM or Marketing PartnerMidwife Pip is a globally trusted voice in modern pregnancy, birth and early parenthood. Serves as Resident Midwife at The Baby Show NEC Birmingham 2026. Reaches hundreds of thousands of families worldwide through her chart-topping podcast and support programmes.
• BountyminorGTM or Marketing PartnerBounty supports families through the transition to parenthood with advice, free samples, money-off vouchers, and practical guides. Partnership provides additional value to new parents attending the show.
• Emma's DiaryminorGTM or Marketing PartnerEmma's Diary is a go-to resource for bump, baby and beyond with expert advice from midwives, GPs and health visitors. Partnership enhances expert content offering at the show.
• Project BabyminorGTM or Marketing Partnerproject-baby.co.uk is the online home of Pregnancy, Baby and Toddler Magazine covering expert advice and all aspects of becoming a mum.
• HolleminorGTM or Marketing PartnerHolle, pioneer in biodynamic baby food since 1934, serves as Product Sponsor for The Feeding Café. World's first Demeter-certified baby food manufacturer present in over 50 countries.
• Progressive PreschoolminorChannel Partner/ Reseller/ DistributorProgressive Preschool connects the entire 0-5 baby and preschool sector through trade media, digital news and industry-leading awards. Trade Partner for The Baby Show.
• StokkeminorGTM or Marketing PartnerNorwegian company recognized worldwide for best-in-class solutions for children. Known for Tripp Trapp chair celebrating 50th anniversary. Product Partner at The Baby Show.
• ObabyminorGTM or Marketing PartnerFrom humble beginnings as a wholesaler, Obaby has become one of the leading brands in the baby and nursery market. Product Partner at The Baby Show.
• DadvengersminorGTM or Marketing PartnerDadvengers joined The Baby Show with Lidl GB bringing dedicated content and resources for expectant and new dads.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mumsnet: UK's largest online parenting community and reviews platform with active forums and product recommendations. Comparable to The Baby Show through shared target audience and content/influence on baby product purchases, though delivered via digital community rather than physical shows.
• MadeForMums: UK parenting media platform and reviews site covering baby products, used by parents to research and compare prams, car seats, and nursery items. Comparable to The Baby Show through overlapping audience (expectant UK parents) and commercial model (brand partnerships and content-led discovery), though operating online rather than as live events.
• BabyList: US-based baby registry and product discovery platform aggregating hundreds of brands for expectant parents. Comparable to The Baby Show as a one-stop-shop funnel for expecting parents researching baby products, though operating as an online-first commerce platform rather than exhibition events.

Broad incumbents

• Informa Markets: Global exhibitions group running hundreds of trade and consumer shows, including baby and parenting-related events in various regions. Comparable as a broad incumbent in the exhibitions space whose scale and operational model contextualize The Baby Show's positioning.
• Clarion Events: Parent/affiliated organization that operates The Baby Show alongside a broad portfolio of consumer and trade exhibitions globally (including fashion, gaming, and energy events). Provides infrastructure, scale, and event expertise relevant to understanding The Baby Show's operating context.
• Reed Exhibitions (RX): World's largest exhibition organizer operating consumer and trade shows across multiple verticals including baby, family, and lifestyle. Comparable to The Baby Show through shared business model of monetizing venue space, exhibitor booth fees, and sponsor partnerships.

Direct peers

• Kind + Jugend: Leading international trade fair for baby and toddler products held annually in Cologne, Germany. Direct comparable to The Baby Show as both are exhibition-led events aggregating baby brands and expectant parents in a single venue, though Kind + Jugend operates a more B2B-oriented format.
• Playtime Paris: Paris-based trade show focused on children's, maternity, and baby products with seasonal editions. Comparable to The Baby Show as a curated, exhibition-led gathering of baby/parenting brands targeting buyers and consumer audiences in a major European market.

Regional players

• BabyKid Expo Asia: Asia-based baby and kids products trade exhibition serving manufacturers, distributors, and retailers across the region. Comparable to The Baby Show through similar exhibition business model aggregating baby industry players, but operating in a different geography with a more B2B audience mix.
• The Baby & Toddler Show Australia: Australian baby and parenting consumer exhibition operating in Sydney and Melbourne. Comparable to The Baby Show as a regional sibling event focused on expectant and new parents with exhibitor and sponsorship revenue, though serving a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/thebabyshow
• YouTubeyoutube.com/@thebabyshows
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/the-baby-show
• Instagraminstagram.com/thebabyshowofficial

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 The Baby Show