Since 1988, The Soft Brick Company has been designing, manufacturing and installing soft play environments that sit at the heart of successful family attractions. From our North of England factory, our designers, engineers, artists and manufacturing teams work side by side, allowing us to control quality, creativity and delivery from concept through to installation.
Soft play remains the cornerstone of our work. When designed properly, it is one of the most reliable ways to attract families, extend dwell time and encourage repeat visits. We work with operators, developers and consultants from the earliest stages of new projects, shaping play environments that balance commercial performance with inclusive, family-led experiences.
Those experiences often begin with younger children. Through Role Play environments and our Neighbourhood Narratives approach, we create spaces inspired by local stories, landmarks and community character. These early-years zones help attractions feel rooted in place, providing welcoming first-play experiences that set the tone for the wider destination.
As families move through the attraction together, play evolves. Our Puzzle Rooms introduce shared, thinking-based challenges that encourage teamwork, communication and problem solving. By engaging adults and children equally, these spaces support longer, more balanced visits that go beyond purely physical play.
For older children and higher-energy activity, physical challenge becomes more prominent. APE-X brings ninja-style movement together with route planning and decision-making, creating play that rewards agility, coordination and skill. Positioned alongside soft play, it allows attractions to extend appeal without fragmenting the overall experience.
Interaction and replay-ability are enhanced through TAG-X, our wireless RFID gamification system. Featuring an industry-leading six games, with more in development, TAG-X introduces structure, friendly competition and teamwork to physical play. Designed to be retro-fittable as well as integrated into new builds, its battery-powered, cable-free system allows operators to evolve their offer over time without fixed location constraints.
Underpinning the environment is PlaySense, a passive play awareness system designed to support supervision while encouraging active play. By understanding presence and movement, PlaySense helps operators manage play area entry, exit and session flow, while also demonstrating how children stay active through distance travelled and overall physical engagement.
Alongside bespoke theming, including the accurate recreation of recognised intellectual property (IP), our work spans shopping centres, airports, farm parks, dedicated FECs and more.
With nearly 40 years of experience, we continue to evolve soft play as a commercial attraction, demonstrating that not all soft play is the same!
