360 Play expands UK portfolio with Broadway Plaza deal
More than 40 jobs will be created at a brand-new play experience set to open at Birmingham’s Broadway Plaza this December.
360 Play, which offers families a screen-free, imaginative, and collaborative play experience, has signed a 20-year lease for a 20,000 sq. ft unit in the city centre leisure destination.
The new centre will bring a mix of active, imaginative, and creative experiences under one roof, including dodgems, a full-sized carousel, play frames and dedicated ‘edutainment’ facilities, with further attractions set to be announced ahead of opening.
The Birmingham site – designed by the company’s internal architects – will expand 360 Play’s UK network, which currently spans seven locations, including Redditch and Milton Keynes.
The new venue will be managed by Birmingham-based Ben Trew-Millichap, who brings almost a decade of experience within 360 group managing the company’s Redditch centre.
Designed around shared family experiences, 360 Play encourages children and adults to play, explore and spend time together, rather than leaving grown-ups watching from the sidelines.
The company was founded by Duncan and Sarah Phillips over 15 years ago seeing there was a need to have screen free non digital destinations for parents and children to spend time together. Duncan still leads the family business, which is head quartered in Milton Keynes, where the group now employs over 300 people across 7 locations.
Following other traditional 360 footprints, the new venue will feature a separate learning space to host local community groups and dedicated learners for organised activities such as music and movement classes, baby massage sessions, and many more. A family focused café will complete the offer, serving a range of hot and cold food, hand crafted coffees, with both traditional and healthy options designed for both children and adults.
Duncan Phillips, founder and managing director of 360 Play, said: “We’ve been looking for the right place to bring our brand to Birmingham city centre for some time, and were determined not to rush that decision. In fact, we looked at Broadway Plaza more than five years ago but there was not enough space for us. Broadway Plaza has always ticked a lot of the boxes for us, from its location and accessibility to its established leisure offer, and we are pleased the right amount of space became available for us to deliver our brand earlier this year.”
“We’re incredibly excited to bring 360 Play to the families of central Birmingham. Our centres are designed to give families somewhere they can genuinely enjoy together – a place where children can run, explore, learn and use their imaginations, while parents and caregivers can get involved too. We will create somewhere that families can afford to return to regularly, with enough variety that every visit can feel different.”
Ben Trew-Millichap, centre manager, said: “Our membership structure which we introduced back at our foundation allows local families an affordable option to use us every week, similar to a gym membership. Our membership packages start from just £2.63 per week when bought annually.”
Chris Catford, centre manager at Broadway Plaza, added: “We’re thrilled to welcome 360 Play to the Broadway Plaza family. We expect it to be a huge footfall driver, and complement our existing attractions including Odeon and Hollywood Bowl, continuing to position us as one of Birmingham’s leading leisure destinations and broaden our appeal to families from across the city and beyond.”
Alongside the creation of more than 40 new direct jobs, 360 Play has sought local companies to support the construction of the new location.
Anne Basketfield, development director for 360 Group, said: “We always try to engage local companies where possible, from the strip out companies to the painters and carpenters, they have all been contracted locally.”
Recruitment is now underway for the venue’s core operational team.
360 Play Birmingham is expected to open at Broadway Plaza in December, with further details on the opening date and additional attractions to be announced in the coming weeks.