A new show aimed at parents of 4-12 year-olds in the UK is being launched at Alexandra Palace next year.
Mums Show Live is the first launch by former executive vice-president of DMG Events Jason Franks, and claims to fill a gap between consumer events targeting new parents and teenagers.
“Parenting exhibitions have traditionally been aimed at the parents of newborns, but many parents are looking for support throughout the pre-teen period,” Franks explained. “This is what we are aiming to provide through exhibits, entertainment and the opportunity for dialogue with experts and fellow parents.”
The exhibition will be held from 16-19 May 2013 and includes an interactive marketplace, conversation theatre, information on educational services and schools, family-friendly homes and gardens, and a relaxation area for mums and dads. The organiser hopes to get 150-200 exhibitors.
“We conceived Mums Show Live for parents who appreciate the support offered by other parents, books, newspaper articles, TV shows, expert blogs and websites as well as teachers,” Franks added.
The new organiser is aiming for between 20,000 and 30,000 visitors at its first event and plans to roll out the brand to other venues across London and the UK. Franks pointed out 15 per cent of children are born in Greater London, rising to 25 per cent across South East England.
Franks has spent the past 12 years as MD and executive vice-president of DMG Events. Mums Show Live is the brainchild of Franks; his brother, Dominic Franks, who will head up creative and communications; and partner Andy McDonald, who runs event production company The Persuaders.
The company has also recruited former DMG staffer Sarah Beaman as sales director for the new event. She was previously involved with the Ideal Home Show for 13 years while it was under DMG’s ownership and prior to Media 10’s acquisition of the brand in 2009.
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