Fisher-Price has had major presence at the Birmingham and London Earls Court shows over the past five years, and builds on this as part of the partnership.
The new deal will include branding throughout the shows and the extensive supporting marketing campaign.
Fisher-Price will maximise the opportunity with on-stage celebrity presentations, a new 240m² stand, as well as sponsorship of the event crèche, which will see thousands of children try the company’s leading products throughout the year.
Wendy Hill, Fisher-Price senior marketing manager explained: “Both Fisher-Price and The Baby Show are committed to providing parents and parent-to-be with outstanding products and experiences so this partnership is a natural fit.
"The Baby Shows give us a great opportunity to reach out to mums first hand in an environment where mother and baby are top of mind and we’re looking forward to working with The Baby Shows to create new opportunities for visitors to the show to experience our brand.”
Each Baby Show event attracts around 25,000 visitors, and, with a marketing campaign supporting each show, the activity provides Fisher-Price with a powerful opportunity to target new and expectant parents.