Tomy’s leading baby brand, Lamaze, is sponsoring the Buggy Testing Track at The Baby Show with Lidl GB, which takes place at Olympia London this weekend. 

Lamaze, the esteemed baby brand under the Tomy umbrella, has announced an exciting collaboration with The Baby Show with Lidl GB, an event dedicated to pregnancy, babyhood and parenting.
The eagerly anticipated show is gracing Olympia London with its presence from Friday 20th to Sunday 22nd October, where Lamaze will be the sponsor of the Buggy Testing Track.

The Buggy Testing Track is one of the show’s key features, with many of The Baby Show’s 20,000+ visitors looking to select the perfect pram at the show and put the finest prams through their paces, navigating diverse terrains to determine the most suitable fit for their lifestyle.

Sonja Milano, brand manager for Lamaze, said: “Sponsoring the Buggy Testing Track at The Baby Show is a great opportunity for us to showcase the Lamaze brand, which is best known for its colourful, feature-rich pram toys like Freddie the Firefly and Captain Calamari: there is a clear synergy with buggy brands. Over 79% of the consumers at the show are first-time parents and it’s the perfect opportunity to introduce them to Lamaze.”

With the Baby Show’s captive audience of over 100,000 across social media, and over 20,000 visitors set to attend the Olympia London Show, Tomy’s sponsorship will offer the perfect springboard from which to reach new parents-to-be looking for great products and advice on essential newborn items.

Mallory Reynolds-Trout, show manager at The Baby Show, added: “We’re delighted to welcome Lamaze to The Baby Show with Lidl GB at Olympia London this October as the sponsor of the Buggy Testing Track, an immersive feature where parents-to-be can compare and test drive buggies over multiple terrains. The Lamaze toys, including Freddie the Firefly and Captain Calamari, are sure to be a hit with our younger customers.”