Little Town, based in Newcastle, takes a modern approach to learning and interaction and its owners hope to open more centres and invest in new staff before the end of 2016.
Designed to encourage and inspire children's imaginations and creativity by using role play - where kids can become police officers, nurses and doctors - Little Town has already picked up rave reviews thanks to its fun family experience and alternative approaches to children's play.
Manager Lindsey Ray explains: “At Little Town, we believe role play is vital for a child's development. Imagination, social interaction and creativity are skills that develop rapidly when stimulated and guided through role play. Little Town is an adventure for growing minds.
“Kids can shop in our supermarket, prepare lunch in our restaurant, style hair in our salon, become a postal worker, police officer or member of fire crew in their vehicles and depots. Young doctors and nurses can play out their roles, as can our construction workers and the stars of stage and screen in our very own theatre.
“This project didn't just happen overnight,” she said. “We've researched the market extensively and created Little Town in a response to the need for an analogue response to a digital age and all our research supported this.
“Soft play offers a much-needed avenue for children to channel physical energy but we wanted to create a more thoughtful environment for toddler age upwards to explore the world in a practical world stimulated by nothing but simple props and fuelled by imagination.”
Lindsey added: “We have selected our staff to be enthusiastic and helpful, and we pride ourselves on our excellent customer service. We have also teamed up with local suppliers such as The Pudding Parlour in Hexham and Pumphreys in Blaydon. We want to support local businesses and provide our customers with local produce.
“The long-term goals are to develop the brand and extend our branches internationally. We think that there are opportunities in Holland, Germany and Scandinavia, who follow a similar early years program and ethos about the importance of role play.”