However, today’s demanding parents want more than “just” traditional indoor soft play, increasingly raising their expectations for the quality of facilities and services on offer.
We’ve observed a growing trend for immersive imaginary play centres, where kids act out a variety of roles ranging from shopkeepers and hairdressers, to police/fire services, and even popstars or DJs.
With an emphasis on education as well as fun; operators such as KidZania, The Postal Museum, Mattel Play! and 360 Play are leading the way in the imagination playcentre space, while the LEGOLAND® Discovery Centre brand increased its popularity with a new opening in Birmingham last year.
The 2018 October half term saw Google searches for ‘kids role play’ hit their all-time peak, up 25% on the year before – this trend shows no signs of slowing down and is a top area to watch in 2019.
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