The Soft Brick Company will use IAAPA Expo Europe to unveil two new products alongside a broad portfolio designed to help operators create high-performing, future-proof play destinations. The UK manufacturer will exhibit on stand S2941 and join Experience UK at the UK Pavilion, stand S837.
With roots dating back to 1987, the company is best known for bespoke multi-level soft play, toddler zones, sensory rooms and role-play environments. These formats remain commercially important because they can build dependable pre-school and weekday demand rather than leaving venues reliant on weekends and school holidays. Around that foundation, TAG-X introduces RFID-powered gamification for older children and early teens, while APE-X adds ninja-style agility and physical challenge.
At the show, the team will introduce Puzzle Rooms, a concept blending puzzle-based soft play with the excitement and shared problem-solving of an escape room. It is designed to engage toddlers, older children and adults together rather than separating the family into different activities. PlaySense will also make its debut, promising operators new ways to understand visitors and how children use a play environment.
By combining traditional play expertise, active challenge, role play and technology, The Soft Brick Company aims to increase dwell time, broaden age appeal and create more reasons to return. Visitors can experience the full product story on stand S2941 and meet the company through Experience UK at the UK Pavilion, stand S837, throughout IAAPA Expo Europe.
The proposition recognises that family groups contain different ages, confidence levels and motivations. A venue performs more strongly when adults and children can share some moments while still finding an appropriate challenge. Connecting the formats under one roof can make a visit easier to plan and create a more complete day out.
