Founded by mother of three Amy Lundy, The Mother of All Baby Showers® was created with parents at the helm. We connect new parents and parents-to-be with others in the local area, and local and national resources as well, thus creating a strong, accessible support system. Our national events also aim to celebrate pregnancy and parenthood — however, the way we do so is far different than the traditional baby shower.

While walking into a store, talking with friends and asking your doctor can answer some of your questions, the toughest part can be not knowing what questions to ask. MOABS offers just that, a comfortable, enjoyable, non-overwhelming, non-judgmental place to discover more of what you need and want, and learn more about what you don’t already know so help make your decision-making easier. Think of us a curator of pregnancy and parenting products and services, bringing together your favorite brands, that are of true value to you and your growing family. We’ve been there, we get it, and we are here for you, as are our hand-picked event partners. And we’re here for you throughout the year, just a tap on our website, a click on our social media outlets, or a call or email away.

Whether you are expecting, recently had a baby or just entered the terrible 2s, it is easy to become overwhelmed by the amount of information and resources available, not to mention the quickly changing intel. At each local event, you determine how you’d like to enjoy your child-free evening, choosing from ample opportunities to learn, explore and be pampered. Support and resources are provided in an open forum, allowing you to educate yourself on your own terms.

You can always expect to leave our events with a renewed sense of confidence and energy. That’s because MOABS is much more than the standard parenting trade show or expo — we’re a community of individuals who truly care about each other, and that’s why our moms and dads come back year after year. Join us and experience MOABS for yourself!

Our Story

Meet Amy

moabs founder

A devoted mother of three, Amy Lundy spent 15 years in corporate marketing and events before becoming an entrepreneur. Driven by a desire to spend more time with her family, she created small fry society, the company which puts on MOABS events across the country every year. What first started out as a unique “mommy and me” concept to connect top-notch local brands with new parents, quickly grew into large-scale regional events to serve a much larger expectant and new parent population around the country.

When Amy developed the MOABS concept in 2012, she focused on four key values: inclusivity, education, celebration, and relationship-building. While the company has grown significantly, her values have never changed. Events remain focused on the needs of expectant and new parents, and as current events, health trends and baby gear changes, MOABS has evolved too.
Attendees have the power to choose how they want to experience the event, and brands have the opportunity to highlight their product or service in truly creative ways. Amy's goal is for attendees to walk away with new insights, resources, friends and ultimately a renewed sense of confidence. There are no limits to what you can get out of MOABS, as an extension of your support system before, during and long after the events.

Necessity is the mother of invention, and no one knows this better than Amy.  In 2020, in response to the coronavirus and the challenges expectant and new parents were facing,  Amy pivoted MOABS and went fully digital by becoming the co-founder of We Ignite, a web-based digital social and educational platform for internal and external events of all sizes and types. Amy also co-founded The Learning Match in 2020 with two exceptional moms, Julie McMinn and Amy Mascott. The unique online service connects parents and educators in what will soon be the largest database of educators in the U.S

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