The Baby Show 2020

The UK’s renowned and longest running pregnancy and parenting event celebrates reaching adulthood with an exciting new collection of features and partners for 2020 at ExCeL London.

The Baby Show is the one-stop-shop for everything pregnancy and parenting. Tried, tested and trusted by the nursery industry and over one million parents and parents-to-be, The Baby Show saves both time and money. Offering the largest selection of sought after and boutique brands, advice from world-renowned experts, plus exclusive show offers that are not on the high street, new parents can find everything to help and support them on their parenting journey.

Multi-award-winning supermarket Lidl and their Lupilu brand will become headline sponsors for the 2020 series of events.  Zoë Bonser, Show Director says; “The Lupilu range has won a whole host of awards, accreditations and industry plaudits from MadeForMums, Mother & Baby, and Loved by Parents, plus have been an integral part of the show for a number of years so we are delighted to be strengthening our partnership with them.”

The Baby Show is also very proud to say that MadeForMums continue to be The Baby Show’s Headline Media Partner. Whilst supporting the show and Live Talks, MadeForMums provide exclusive show goody bags that every expectant parent wants and needs. The show also remains the UK’s largest buggy showroom with the all-new-terrain MadeForMums Buggy Testing Track. Their expert team provides one-to-one, honest and non-biased advice and buggy demonstrations for visitors, alongside Susie Boone who will be sharing her valued experiences live at the show.

New features for 2020 provide what modern parents want from sleep and weaning advice to mental health support and wellbeing. The Weaning Kitchen hosts top foodie experts including Annabel Karmel, Charlotte Stirling-Reed, Siobhan Berry and Michela Chiappa who will be cooking their own recipes and providing their own unique step-by-step guides on how to wean your baby.

The Baby Show is also excited to announce that John Lewis is for the first time the Sleep Clinic’s new sponsor.  The Sleep Clinic offers one-to-one expert advice from the nation’s best sleep experts including Andrea Grace, Rachel Fitz-Desorgher and Heidi Skudder, The Parent & Baby Coach. John Lewis will be providing an inspiring setting for parents to browse the latest nursery and baby furniture collections, with their trusted nursery advisors on hand to help guide parents to choose what is most suited to their lifestyles and baby’s needs. 

Also new to ExCeL, car seat experts Joie will also be on hand to help you find the perfect car seat for your baby in their free 15 minute sessions at the Joie Café and Demo Area Stand. Experts will help you decipher the important information regarding rules and regulations, so that you can ensure the right fit and optimum safety for your little one, as a car seat is one of the most important purchases you’ll make for your new arrival.


Leading pregnancy and parenting experts will take to the Live Talks to offer information, advice and support, plus celebrity mums and dads will be sharing their own unfiltered experiences of parenthood. The UK’s No.1 Parenting Influencer, Louise Pentland will be chatting all things motherhood, plus visitors will hear from lactation consultant and author of The Baby Feeding Book, Vanessa Christie, Infant Researcher Dr. Robert Titzer and midwife Marley Hall.

Featuring for the first time, The Baby Show welcomes two live podcasts from Louise Pentland and Al Ferguson, Founder of Dadsnet. The Live Talks brings together the UK’s best experts including unmissable panel discussions on what to expect from ‘The First Three Months’ with Leonora Bamford, Founder of My Baba and ‘A Powerful Baby Brain’, hosted by Neev Spencer, Broadcaster, DJ, Columnist and Mental Health Campaigner.

Hosted by WHSmith, the show’s official book retailer, will also feature a ‘Meet the Author’ opportunity so guests can meet and greet our experts and celebrity author’s, and have their books personally signed.

Experience baby shopping heaven and compare, try and buy from the industry’s best-loved brands; iCandy, Silver Cross, Bugaboo, Maxi-Cosi, Baby Bjorn, Joie, Chicco, Stokke®, Cybex and Tommee Tippee to name a few. Plus, new boutique and eco-friendly brands such as Junior Jones, The Washable Nappy Company, Mama Bamboo, bubba boo and innovative, hi-tech brands such as Nanit, Bluebell, Little Wish List, Mumshape, Mini Mani and LetsBab, all offering exclusive show offers and the best deals.

We are also delighted to welcome new and returning brands to The Baby Show; Emmaljunga, Thule, Blueair, Bissell, Angelcare, Close Parent, Altrui, Nelsons and Jem & Bea.

The show offers family-friendly facilities including a dedicated Baby Feeding Café, complete with complimentary baby food provided by Little Freddie and quiet feeding area, plus Lidl’s Lupilu Baby Changing Room, provides a clean, safe environment to change your baby with complimentary nappies and wipes. Visitors can also take advantage of the free Shop & Drop, Collect-by-Car with NowBaby Live to lighten the load.

Visitors at ExCeL can also make the most out of their day using the LetsBab app, with access to exclusive show experiences, live updates on talks taking place, show schedule and venue map. The app is an essential download for those visiting the show this year and a must-have for savvy shoppers. LetsBab will also be hosting a donut wall where shoppers with the app can munch on a donut and have their piccie taken.

Finally, to keep your little ones entertained, Baby & Toddler Play with What’s On 4 Kids will be offering a selection of play and entertainment activities for your little ones from diddi dance, Caterpillar Music, Busy Lizzy, Bloom, Little Crowns and SwimKidz to ensure they enjoy they day just as much as you do.

Launching for 2020, a new VIP ticket will enable a limited number of ‘Very Important Parents’ to have a premium show experience, exclusive access to the VIP Lounge, afternoon tea, and a luxury goody bag.  LetsBab will also be the Official Show App where visitors can download information to help them plan their day and navigate their way around the show.

Zoë Bonser, Show Director says “The Baby Show is a rite of passage for new and expectant parents. It is the only destination in the UK to find everything you need for you and your baby, from unrivalled shopping to free advice and essential information. There is a real demand for parents to touch, feel and experience new products for their baby and the only place you can do this, all in one place, is at The Baby Show.” 

The Baby Show, with Lidl, will take place at ExCeL London from Friday 28th February until Sunday 1st March 2020. For more information visit

The advanced ticket price is £17.50pp* and on-the-door tickets cost £22.50pp.  VIP tickets can be purchased for £60pp* on a first-come, first-served basis. to ‘VIP ticket includes 1x admission ticket, 1x VIP goody bag, access to VIP lounge, complimentary drinks and refreshments and meet-and-greet with baby experts’. *A £2.20 transaction fee applies per booking.

Opening Times

Friday 28th February – 9:30am – 5:30pm

Saturday 29th February – 9:30am – 5:30pm

Sunday 1st March – 9:30am – 5:30pm