The beloved Zapf Creation nurturing doll celebrates the milestone with TOTFest partnership and first-ever Baby born join-in cinema experience
This year sees Baby born marking a milestone anniversary as it celebrates 35 years of capturing young imaginations and being a much-loved companion for generations.
As part of the celebrations, the brand took centre stage at TOTFest 2026, the UK’s biggest all-inclusive festival for children, appearing across four events this summer in Wetherby, Kempton Park, Chester and Windsor.
At each event, families were invited into a dedicated Baby born experience featuring an immersive play tent, an outdoor cinema, and more. Influencers and brand fans also attended each event to extend the experience across social channels and to create engaging content around the anniversary.
Ruth Leonard, Brand Manager at MGA Zapf Creation, said: “35 years is a significant milestone, but what’s exciting is seeing BABY born remain relevant to a completely new generation through the value of nurturing play that remains consistent year after year.
“Parents recognise the brand they loved, while children can experience the brand in a way that feels fresh, exciting and relevant to them. That combination of trust, nostalgia and continued innovation is incredibly powerful, and is a key part of why we’re so proud to celebrate this milestone.”
The TOTFest partnership forms part of a wider strategy for Baby born to move beyond traditional product-led communications to create memorable experiences that bring the world of Baby born to life.
During the summer holidays, Baby born launched its first-ever Join-In Cinema experience, bringing the colourful world of the Baby born animated series to the big screen. The interactive screenings invited children to sing, dance, clap and join in with their favourite characters, offering families a fun new way to experience the Baby born world together. Alongside these immersive experiences, Baby born is ramping up investment in user-generated content across social channels this month, bringing its latest product innovations to life through authentic family content. The activity will showcase newness across the range in real play moments, supporting key launches and driving continued awareness and engagement with the brand.
Image credit: @mummaandcoco
