How Baby & Kids Expo is strengthening Uganda’s families

Launched in 2016 by Kiara Events Limited, the Baby & Kids Expo has grown into Uganda’s premier annual family event, celebrating early childhood development through education, entertainment, innovation, and community engagement.

Ahead of the 3rd Baby & Kids Expo East Africa scheduled for May 9–11, 2025, at the UMA Multipurpose Hall in Lugogo, The Observer sat down with Joweria Nabuuma, managing director of Kiara Events Limited, to learn how this year’s expo aims to strengthen families and redefine childhood in Uganda.

What can people expect at this year’s expo?

They can look forward to a holistic experience of expert-led parenting sessions, free health services, and specialized talks on children with special needs.

We’ll also have exciting entertainment, including kids’ fashion shows, dance performances, and music. Families can access free vaccinations, first aid training, and mental health sessions, all under one roof.

Why the theme: “Strengthening Families Through Healthcare, Growth, and Zero Violence”?

This theme reflects Uganda’s demographic realities. With 44% of the population under the age of 14 and increasing reports of violence against children, the urgency to create safe and nurturing environments has never been greater.

This year, we’re putting a strong focus on family wellness, child development, and empowering parents and caregivers with knowledge and tools.

What would you say to a parent who has never attended the expo?

Don’t miss it! This isn’t just an exhibition, it’s a life-changing experience. From parenting resources to free health check-ups, it’s the ultimate space to learn, laugh, shop, and grow together as a family.

Last year, we welcomed over 1,500 attendees and 30 exhibitors. This year, we expect those numbers to more than double – meaning even more joy, fun, and impactful experiences.

What new and exciting features are being introduced this year?

We’re excited to introduce Spelling Bee competitions for children aged 6 to 8, running throughout the three days with a grand finale on Sunday.

We’re also launching a mystery treasure hunt that allows both parents and kids to win amazing prizes from sponsors and Kiara Events. There’ll be thrilling skating sessions, live performances by a kids’ band, and the launch of Uzazi Packages—pre-packed hospital bags for new mothers that promote dignity and support maternal care during childbirth.

Additionally, we’re hosting a special session on autism, a growing but often overlooked condition in Uganda. Many children with autism are misunderstood and unfairly labelled as ‘academic dwarfs’, ‘stupid’ etc.

We want to break the stigma by bringing in experts to raise awareness and offer practical support.

Which organizations are supporting this year’s expo?

We’re thrilled by the overwhelming support from both government and private partners. This year’s collaborators include the Ministry of Gender, Labour and Social Development, Nation Media Group, Baby Junior by Movit, Uzazi Hub, Kid’s Nook, The Cradle, Star Kids Club, and Verina’s Play House among others.

All these organizations share our commitment to raising healthier, happier children.

How is the expo addressing the issue of violence against children?

The inclusion of the “Zero Violence” pillar aligns with the government’s efforts to end child abuse. We’ll feature a keynote address from the Ministry of Gender, Labour and Social Development focused on responsible parenting and child protection.

This session will raise awareness and inspire real change. We hope every attendee leaves empowered to be part of the solution.

What’s in it for the exhibitors?

The expo offers an excellent opportunity for brands to connect directly with parents and their biggest influencers: the children.

Exhibitors get to showcase their products, engage with new and existing customers, and offer exclusive discounts in a trusted environment. Many of our returning exhibitors have shared how the exposure they gained led to long-term clients.

The financial benefits go far beyond the three-day event, it’s a smart investment for any child-focused business.

How does this expo contribute to Uganda’s long-term child development goals?

It directly supports Uganda’s national development agenda. With nearly half the population under 14, we cannot afford to overlook the importance of early childhood investment.

This expo is a platform for awareness, innovation, and community building. In 10 to 20 years, today’s children will be leading our economy. The earlier we plan for them and with them, the better for our future.