The Baby Show celebrating return of live shows

The Baby Show, the UK’s leading and largest event for new and expectant parents to return LIVE: 22nd – 24th October 2021 @ Olympia London

The Baby Show, the UK’s leading pregnancy and parenting event is celebrating its return to live shows this October with a huge shopping event. The show, sponsored by Lidl, will take place from Friday 22nd until Sunday 24th October, allowing new and expectant parents to compare, try and buy products, watch live demonstrations, listen to the UK’s top experts and benefit from brilliant discounts.  Early bird tickets go on sale for two weeks from 1st September and are just £13 when you become a Baby Show subscriber.

The first in-person event in 20 months will have safety at its core with each visitor verifying their COVID-19 status with proof of a negative lateral flow test within 48 hours of arrival or a double vaccination. Expanding across two exhibition halls with wider aisles and two entrances, visitors will have more space to shop. A new ventilation system, enhanced cleaning regime, and hand sanitisers will be provided throughout the show to ensure visitors and exhibitors feel safe and confident to make the most of the live experience.

Over 200 exhibitors will be showcasing their latest products, making it an essential destination for new and expectant mums and dads. Big names including Tommee Tippee, Bugaboo, Maxi-Cosi, iCandy, Cybex, Nuby, Joolz, Joie, Lidl, Chicco, Nuna, Stokke®, BabyBjörn and MAM as well as boutique, not-on-the-high-street brands will be demonstrating their innovations, making it the ultimate one-stop-shop for families embarking on this exciting adventure into parenthood. 

This is the 20th year that the show has been running and will be returning with popular features including the MadeForMums Buggy Testing Track, Lupilu Baby Changing Area, Baby Feeding Café and the Live Talks Stage which has played host to the UK’s leading baby and parenting experts and guest speakers within the industry including Annabel Karmel, Milli Hill, Giovanna Fletcher, and the likes of Stacey Solomon, Fearne Cotton and Louise Pentland. 

Mallory Reynolds-Trout, Show Manager at The Baby Show says: “The past 20 months have been challenging for the whole events industry, but we are excited to bring The Baby Show back to Olympia London, where it first began – and for its amazing twentieth year. Safety is our top priority and we know that many people will feel anxious about shopping in public again so we have asked our visitors what they need to make them feel safe and put in strict safety measures to ensure visitors’ minds are put at rest, including regular sanitation and cleaning of the whole event, masks to be optional, admittance guidelines and, for the first time ever, the show will be spread across two halls, making it the biggest show spatially we’ve ever had.

“The virtual events have been fantastic, but there is nothing like the buzz of live events. Exhibitors have been waiting months to be able to unveil their new products face-to-face with a highly targeted audience, so we are expecting the largest number of new pregnancy and parenting products ever launched at the show which is incredibly exciting for consumers and the industry.”  

The event is more than just shopping, it also offers a unique visitor experience with free support, information and advice from the UK’s leading baby and parenting experts on everything from sleep, birth, breastfeeding and first aid to weaning and development. Live talks, Q&As, and panel discussions are timetabled throughout the weekend on the Live Talks Stage. Expert speakers so far include Rachel Fitz-Desorgher, Sarah Patel, Dr Will Dooley, Charlotte Stirling-Reed and Jenni Dunman, to name a few. 

The Baby Show, sponsored by Lidl, will take place Friday 22nd – Sunday 24th October from 9.30am – 5.30pm each day. 

Tickets are available from £13pp* or £22.50pp on-the-door. For more information visit

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