Mamas & Papas and Tommy’s - partnering to provide hope and support for every pregnancy journey

Client: Tommy's - the pregnancy and baby charity

Mamas & Papas, a national award winning baby and nursery retailer, partnered with Tommy’s, the UK’s leading pregnancy and baby charity, to transform how the retail sector supports parents affected by baby loss. With half of UK adults having experienced baby loss or knowing someone who has, the partnership aims to ensure customers are met with compassion, confidence and appropriate support during some of the most difficult moments of their lives.

The partnership focuses on equipping colleagues to handle sensitive conversations through a bespoke ‘Trained by Tommy’s’ programme, delivered to all customer care colleagues and regional store managers. This training has provided the language, skills and confidence needed to support bereaved parents and signpost them to trusted expert advice. Awareness was further amplified through campaign support, including Tommy’s #WeSeeAMum Mother’s Day campaign, and through digital integration across Mamas & Papas’ website and social channels.

Since launch, the partnership has reached over 6 million people, supported more than 500 customers, raised over £128,000 for Tommy’s, and significantly increased partnership awareness. Together, Mamas & Papas and Tommy’s have set a new standard for compassionate retail, improving customer experience while widening access to trusted pregnancy support.