Mamas & Papas has announced a new partnership with NCT (National Childbirth Trust) to support even more parents through pregnancy, birth and early parenthood.
Mamas & Papas’ new partnership with NCT will combine fundraising, community groups, educational content and in-store pop-ups to make it even easier for more parents to find the information and reassurance they need, when they need it most.
To help raise vital funds for NCT, Mamas & Papas customers will have the chance to support the charity by rounding up and donating with Pennies when making purchases in store nationwide. Each donation will help NCT to reach even more women and parents through free-to-access information, practical support, volunteer-led events and campaigning work.
It comes as research from the charity’s 2026 Parent Experience Report revealed that almost two-thirds (62%) of new parents experience loneliness or isolation at least some of the time.
The nursery brand will also become the headline sponsor of NCT Bumps & Babies, free groups run by community volunteers across the UK that bring parents together in the early weeks and months and help families build local, lasting connections.
NCT will join 10 Mamas & Papas in-store events throughout 2027, offering parents-to-be the opportunity to hear directly from trusted experts. Each session will include a 15-minute talk from NCT, alongside dedicated time for attendees to ask questions and receive evidence-based guidance on pregnancy, birth and life with a baby, offering a taster of its award-winning antenatal courses.
In a world where parents are inundated with information and opinions, particularly around pregnancy and birth, this collaboration will also connect Mamas & Papas customers with NCT’s PIF TICK accredited content and resources, helping ensure that every parent has access to impartial, trusted information during their journey. Mamas & Papas will also fund access to NCT antenatal courses for all employees as part of its wider family benefits offering, further supporting colleagues on their own parenting journeys.
Launched on Wednesday 9th September, the partnership comes as NCT celebrates 70 years of supporting parents and brings together two trusted organisations committed to helping families navigate one of life’s biggest transitions.
Sarah Ashby, COO at Mamas & Papas, said: “Supporting parents is at the heart of everything we do at Mamas & Papas. From helping parents prepare for their baby’s arrival with our industry-leading product ranges to providing trusted guidance and reassurance throughout the parenting journey, we’re here to help families feel confident, prepared and able to enjoy every moment of the parenting journey.
“That’s why we’re so proud to partner with NCT. Together, we share a commitment to ensuring more parents feel informed, connected and supported during one of life’s most exciting and transformative experiences. By helping to fund NCT’s in-person groups and extending access to their trusted expertise and community, we can help more families feel less isolated, build lasting connections, and embrace the joy of pregnancy, birth and early parenthood with greater confidence.”
Jaine Sykes, Director of Marketing and Engagement at NCT, said: “We’re incredibly excited to be joining forces with Mamas & Papas, a brand trusted for generations, and one that shares our belief that everyone deserves support as they prepare for and navigate parenthood. With a shared passion for supporting new and expectant parents, and more than a century of combined experience helping families through some of life’s most meaningful moments, this partnership feels like a natural fit.
“Together, we can help parents access trusted, clear information and support, while raising much-needed funds to enable NCT to reach more families. We very much look forward to working together and seeing the positive impact of this collaboration come to life.”
