Sleeping like a baby!  The subject of babies’ sleep is full of conflicting advice and opinions.  So how do you decide who to listen to?  The guidance around where to put your baby to sleep have a rules list as long as your arm, such as what nightwear, room temperature, type of mattress and covers….. and on the list goes!

We have the results of research from The Baby Show, which returns to the Birmingham NEC from Friday 19th to Sunday 21st May, revealing that sleep deprivation is the worst thing about having a baby.

None of us will deny that while becoming a new parent is one of the most exciting times in our lives, the biggest issue that almost all new parents face is lack of sleep.

Three quarters of new parents say they get as little as four hours sleep a night in the first six months of their baby’s life while more than one in five are woken up seven to 10 times a night on average in the first six months!

The Gentle Sleep Solution

“Sleep deprivation is so common amongst new parents and you can’t underestimate the impact this can have on your day-to-day life. Routines are important in establishing good sleep, but don’t compare your baby to others. It’s important to remember that every baby is different and you’ll be able to find a routine that suits you. Alleviate the pressure by finding out what works for your family. Researching the options out there and talking to your friends, family and health visitor are crucial.”

Chireal Shallow, author of The Gentle Sleep Solution and speaker at The Baby Show

Giving you a helping hand

At The Baby Show you will find a plethora of sleep products and aids to help the UK’s new mum and dads – and their babies – achieve a great night’s sleep.

Here are some of the sleep products that can be found at The Baby Show:

The Lullaby “Lite”

The Lullaby “Lite” transforms your everyday pushchair, buggy or travel system into a relaxing sleep-pod. The Lullaby “Plug & Play” enables you to plug in your own phone or music player to their integrated speakers to help settle your child in their buggy. And finally, the Lullaby Shade Bundle is the complete lullaby shades bundle with shade, MP4 player, Dreamtime album and stereo speakers.

Clever Sleeping Bag

MORI has created the Clever Sleeping Bag from their signature organic cotton and bamboo fabric, which is exceptionally breathable, thermo-regulating and ultra soft. Adjustable from 4kg to two years makes MORI’s Clever Sleeping Bags an investment piece. It also features a unique seatbelt opening and double direction zipper, making it easier to sleep on the move and master stealth night changing. RRP: £69.50

BABY-SAFE i-SIZE infant carrier

Innovative BABY-SAFE i-SIZE infant carrier which is perfect for transporting babies from new-born to 15 months including the one-of-a-kind FLEX BASE which allows parents to adjust the angle, providing the most ergonomic and safe travel position. – RRP: £190

Ewan the Dream Sheep

Ewan the Dream Sheep from Sweet Dreamers has been hugely popular for many years listing Channing Tatum, Lily Allen and Amanda Holden as celebrity fans. He continues to attract hundreds of people to their stand at each Baby Show and now comes in grey too! – RRP: £29.99

Lulla Doll

Onco now stock new sleep companions for preemies, babies and toddlers – the new Lulla Doll by Roro. Lulla’s unique design is based on scientific research that shows how closeness improves sleep, wellbeing and safety.  – RRP: £45.99


Gro-Hush portable white noise baby calmer has proved very popular at recent Baby Shows. Transmitting soothing sounds to your baby allows them to be calmed and settled without disturbing others around you: only your baby will hear the calming tones.

Gro Anywhere Blind

Gro Anywhere Blind, a portable blackout blind for when it’s still too light to say night night! It has been designed to ‘go’ anywhere with you, whether on holiday, or staying over at grandparents, this handy blind can be put in place in minutes. RRP: £24.99 RRP: £34.99

CoZee Bedside Crib

CoZee Bedside Crib from Tutti Bambini , can be used for co-sleeping with its innovative 30 second open/fold mechanism, or as
a standalone crib.  RRP: £179


The Snugglebundl is a genius way of safely rocking your baby to sleep, effortlessly lifting them up and helping them sleep wherever you are. The baby lifting wrap provides total head support, is easy to lift from home to car without disturbance.
– RRP: £34.99


Most bedtime routines start with bath-time. It’s a wonderful way to relax your baby. Once they get in that bath and relax they sense that bedtime is not far away, preparing them for a long night’s sleep. Cuddledry offers all you need for a safe, simple and snug baby bath-time as it helps you to hold and dry your baby with ease. Long and luxurious, the hugely popular original Cuddledry cocoons and cuddles baby quickly, saving you from getting wet. – RRP: £29.99


Baby massage is one of the best ways to relax your baby – and bond with them in the early stages of their life. The Bouncing Baby Massage Oil is high in omega 3, 6 and 9 and is easily absorbed into a baby’s sensitive skin. It is the perfect comfort before a long night’s sleep. RRP: £14.95

Campbell Books

Reading to your baby at bedtime is also a wonderful way of getting them into sleep-mode. Baby’s First stories including their newly launched Baby’s First Peekabooks which are for babies from birth until two years as they grow and develop. -RRP: £5.99

The Baby Show - Birmingham NEC

All the above fantastic sleep products and more will be on sale at The Baby Show running from Friday 19th until Sunday 21st May.

The advanced ticket price is £13.45 (Friday) and £14.45 (Saturday & Sunday) while on-the-door tickets cost £20.

For more information visit
Opening times:
Friday 19th May: 9.30am – 5pm
Saturday 20th May: 9.30am – 5pm
Sunday 21st May: 9.30am – 5pm

About The Baby Show Research
The Baby Show Research was undertaken in January 2017. It was a survey of 795 new parents on their database.