The Baby Show Excel

At The Baby Show Excel you can compare and buy pregnancy, newborn, baby and toddler products from more than 350 brands, from small boutiques to large nursery names, according to the organiser, Clarion Events. The Baby Show Excel is the London edition of The Baby Show, a consumer event for expectant parents and families with babies and toddlers, held at Excel London. You can also try pushchairs on a test track and attend free talks.

When you can visit in 2027

You can choose any of three days, Friday 5 to Sunday 7 March 2027, and children aged 0 to 14 go free. Doors open at 9:30 each day and close at 17:00 on Friday and Sunday and at 17:30 on Saturday. Tickets are sold online only, through See Tickets, with sales due to open in winter 2026; the online box office stays open on each show morning. Children still need a ticket, which can be collected on arrival. A free carer ticket is available with proof of disability, provided the carer comes with a paying visitor.

The events trade show International Confex opens at the same venue two days earlier, on 3 March 2027.

What you can see and try

You can see large nursery brands side by side: brands at the 2026 Excel edition included Maxi-Cosi, Cybex, MAM, Stokke, Tommee Tippee and Mamas & Papas. Products on show include buggies and pushchairs, car seats and travel systems, carriers and slings, nursery furniture, feeding, sleep, baby wear and pregnancy pillows. Nursery retailer Baby Planet, which says it is the exclusive retail partner for major nursery brands at the event, takes stands A70, C70, E70 and G70 at Excel.

• Buggy Testing Track, where prams, pushchairs and buggies can be pushed over different surfaces and features before buying.
• Live Talks Stage, sponsored by Tommee Tippee, with free expert talks, panels and celebrity Q&As on birth preparation, sleep, first aid, breastfeeding and mental health. The stage has a hearing loop.
• Baby Feeding Café, sponsored by HiPP Organic, offering free baby food, bottle warmers and microwaves, plus a quieter breastfeeding area with glider chairs.
• Baby Changing Area, sponsored by Pampers, with free nappies and wipes.

You can pick up show-only discounts from many exhibitors, and the organiser says bulky items can often be delivered to your home. More events like this are listed under family and parenting shows.

The Baby Show at other venues

You can also catch The Baby Show elsewhere, as it runs three times a year. After Excel London comes The Baby Show Birmingham at NEC Birmingham on 7 to 9 May 2027, followed by The Baby Show Olympia on 22 to 24 October 2027.

What exhibiting gets you

As an exhibitor you reach buyers: according to the organiser, its shows average 24,011 visitors each, 94% of visitors make a purchase, and average spend at and after the show is £1,631. Published stand rates are:

Option	What is included	Price
Space only	Floor space for a self-designed, self-built stand	£387 per m² + VAT
Shell scheme	Wall panels, nameboard and carpet	£443 per m² + VAT
New Kids on the Block	3m x 1m stand, two open sides, panels, carpet, nameboard, two spotlights; for eligible new-to-market brands	£1,125 + VAT

Stand prices typically include a service charge and public liability insurance, which is removed if you show proof of your own cover. Bespoke sponsorship packages are also offered. For planning, see our guides on choosing shell scheme or space only and building an exhibition budget.

Getting there and parking

The organiser advises taking the DLR to Prince Regent so you arrive by the east entrance, nearest the show; from the Jubilee line, change at Canning Town onto a Beckton-bound DLR train. Drivers reach the car park only from Royal Albert Way (A1020), using postcode E16 1FR. Pre-booking is the only way to guarantee a space, with parking from £27.50 per calendar day, and there are 88 Blue Badge bays. Lifts link the car park with the halls and all floors are level. You can ride the London Cable Car for £3 single by showing your ticket. Other exhibitions in London are listed separately.

Source: thebabyshow.co.uk/excel, thebabyshow.co.uk/excel/visit, thebabyshow.co.uk/exhibit, thebabyshow.co.uk/faqs