The Rise of Soft Play in the US: Why America is Finally Catching up
- Jun 2
- 4 min read
When I first starting working in the US in early 2019, one of the biggest surprises wasn’t the scale of the trampoline parks or the size of the malls, it was the lack of high-quality soft play venues for very young children. In most cities I visited, the only real option for toddlers and preschoolers was the soft play area inside a McDonald’s or similar fast-food chain. For a country that at the time lead the world in entertainment, it felt like a huge gap.
Fast forward seven years, and the landscape looks completely different. The US is experiencing a genuine soft play boom, but it’s a boom with two very different ends of the quality spectrum.
From Fast-Food Play Areas to Purpose-Built Venues
Back in 2019, soft play in the US was largely an afterthought. The fast-food chains offered small, enclosed play structures that served their purpose, but they weren’t destinations. They weren’t places parents chose to go, they were places they tolerated.
Over the years, I watched several companies attempt to elevate the category. Chuck E. Cheese, for example, experimented with everything from soft play zones to mini trampoline parks to more recent adventure-style builds. But while the ideas were promising, the execution often fell short. The finish, theming, and overall quality simply didn’t match what I knew was possible.
Why Europe Has Led the Way in Soft Play
During my time at Rugged Interactive, we worked with partners all over the world, and the difference in soft play quality was striking. The most exciting designs, the safest builds, and the most innovative frames almost always came from Europe.
People often asked me why. The answer is simple: market maturity.
Take my home city of Bristol. With a population just under 500,000, it has around seven soft play centres. In the US, a city of the same size typically has one, maybe two if you’re lucky. When a market has that much competition, standards rise. Operators innovate, parents become more discerning and the industry evolves.
The European Influence in the US
During my initial travels across the States, I did come across some absolute gems, but they all had one thing in common: they were either owned or operated by Europeans, or the founders had strong family ties to Europe or the UK. There are a few tedious links where someone had gone on an adventure to Europe and got inspired.
One of the best examples is Scramble, a standout soft play centre on the East Coast. The moment I walked in, I turned to my colleague and said “this has to be European.” The theming was brilliant, the frame quality was exceptional, and the food offering felt like something you’d find in Watford or Bristol, not suburban America. They even had a mini shop selling books, a small detail, but one that speaks volumes about the operator’s mindset.
Scramble is proof that when soft play is done properly, American parents respond incredibly well. Laurence Smallman, the owner of that venue has done an incredible job of creating an amazing venue.
Two Types of Indoor Playgrounds
As soft play grows in popularity, I’ve noticed a widening gap between the venues that thrive and the venues that struggle.
At one end:
$5–$6 entry
Minimal spend on F&B
Low-quality frames
Limited dwell time
Annual turnover of $200k–$400k
These venues rely on volume and low overheads, but they rarely build loyalty.
At the other end:
Beautifully themed, high-quality builds
Strong café offering
Comfortable seating and social spaces
Cleanliness as a core value
Turnovers ranging from $800k to $3M+
These are the venues that will survive economic dips, staffing challenges, and rising customer expectations. The difference between the two is chalk and cheese.
Why Fast-Food Chains are Removing Soft Play and Why it Matters
Interestingly, many fast-food chains in the US have started removing their soft play areas. I’m not entirely sure why, perhaps there’s a study, a liability concern, or a shift in brand strategy behind it, but the impact is clear: as these play areas disappear, demand for standalone soft play venues increases.
For a decade or so, parents didn’t have many options for young children. Now they’re actively searching for places to go and operators who understand quality, safety, and hospitality are stepping in to fill the gap.
What Makes a Soft Play Venue Truly Successful?
Running a soft play centre isn’t just about building a frame and opening the doors. The operators who thrive are the ones who understand:
1. Smart staffing and cost-effective systems - you don’t need huge teams, you need efficient ones.
2. Strong operational software - booking, capacity management, party scheduling, and POS all matter (of course I’d highly recommend using the VenueSumo software)
3. Maximising downtime - toddler and parent sessions are an absolute no-brainer.
If you can get a parent and child visiting 40 times a year, you’ve built a community, not just a customer base.
4. Quality food and drink - good coffee, fresh food, and comfortable seating keep parents coming back.
5. Cleanliness - this is the single biggest factor in repeat visits. A spotless venue builds trust instantly.
Where the US Market is Heading
I genuinely believe the US is following the same trajectory Europe did 10–15 years ago and we're finally seeing a rise in soft plays. As more operators enter the space and as parents become more aware of what “good” looks like, the bar will continue to rise.
I recently caught up with Josh Rathweg who is the brains behind Cloudbound indoor play. The venue is certainly one of the most exciting venues to launch in the US and I’m sure that those venues will be popping up everywhere in not time.
The venues that invest in quality, theming, and hospitality will flourish, and the ones that cut corners will fade away. Soft play isn’t just a trend. It’s becoming a core part of the American family entertainment landscape and the next few years will be fascinating to watch.
Looking to Upgrade Your Soft Play?
Whether it's operational shifts, improved branding or new attractions, I can talk you through what's worked for other soft play operators and who to connect with to make it happen.
