The Soft Brick Company, the UK's most experienced indoor play designers and manufacturers, will exhibit at IAAPA Expo Europe 2026 (ExCeL London, 22–24 September) on stand S2941, presenting a portfolio of products designed to help operators build high-performing, future-proof play destinations.
At the heart of the company's offer is traditional soft play – and nobody does it better. Bespoke multi-level structures, toddler zones, sensory rooms and role play environments form the commercial backbone of any great venue. Designed with the pre-school market firmly in mind, these spaces drive consistent weekday footfall during term time, ensuring operators aren't reliant on weekends and school holidays alone.
Built around this foundation is a wider portfolio that extends the age range and keeps families on site for longer. TAG-X, the company's RFID-powered gamification platform, targets older children and early teens, while APE-X delivers ninja-style agility challenges that push energy and excitement levels higher.
The team will be introducing Puzzle Rooms – a first-of-its-kind concept blending traditional puzzle-based soft play with the excitement of an escape room, engaging everyone from toddlers to parents in a true shared family experience.
Visitors will also get a first look at PlaySense – making its debut at the event and set to redefine how venues understand their visitors and how children play.
"IAAPA Expo Europe is the biggest stage in our industry, and this year we have more to show than ever," said Graham Robinson, Managing Director. "From the traditional soft play we built our name on, to two products nobody has seen before – not all soft play is the same, and this is the show where we prove it."
Find The Soft Brick Company on stand S2941 – and with Experience UK – 22–24 September 2026, ExCeL London.
