London Children's Museum

What London Children's Museum does

London Children's Museum is a registered Canadian charity (Charitable Registration No. 10808 7263 RR0001) founded in 1976, operating a single 36,000-square-foot interactive children's museum at 100 Kellogg Lane in London, Ontario. The museum curates eight immersive, hands-on exhibits — Branching Out, Community Roots, Discovery Lab, Farm Works, STREAM, Above & Beyond, Unearthed, and The Annex — designed for children aged 0-9 and their caregivers, supported by a permanent collection of more than 8,000 artifacts (toys, games, puzzles, natural history specimens). Its portfolio spans general admission, annual memberships ($60+HST per person, with CASC and ACM reciprocal benefits), PA Day/summer/winter/March break day camps ($55-$310 per week), birthday party packages ($300-$430+HST), self-guided field trips and Ontario Certified Teacher-led on-site and in-class education programs ($10-$14.50 per student), facility rentals ($300-$3,500+), a retail Explore Store, and donor-funded accessibility programs such as TD Free Family Fun Night and Sensory Friendly Evenings.

The business model is a hybrid charity: approximately 50% of revenue is earned through admissions, memberships, programs, and retail, and approximately 50% comes from grants, sponsorships, and individual/corporate donations. The museum completed a $20.7M capital campaign toward a $23M goal to fund the new Kellogg Lane facility (grand opening January 25, 2025), including a $2M Government of Canada grant announced August 2023. Technology is intentionally low-touch — third-party Veevart platforms handle ticketing, membership, and donations; Google Analytics and SurveyMonkey support web and visitor feedback; no public API or AI/ML capability is documented. Marketing is largely organic and community-driven, leveraging the website, social channels (Facebook, X, Instagram), an e-newsletter, Impact Reports, and special-guest programming with partners such as Western University, London Public Library, TD, and local cultural groups.

The organization employs ~20+ paid staff across education, exhibits, philanthropy, marketing, facilities, and visitor services, augmented by nearly 150 volunteers contributing over 4,000 hours annually. A volunteer Board of Directors chaired by John Riddell (Executive Director, Fanshawe College Student Union) provides governance, with directors drawn from London Health Sciences Centre, Western University, YMCA of Southwestern Ontario, City of London, Montessori Academy of London, Lor-Don Limited, and other local institutions. The museum's strategic agenda is formalized in its 2026-2029 Strategic Plan, developed through engagement with 1,139 community members.

Name

London Children's Museum

Legal name

London Children's Museum

Website

https://londonchildrensmuseum.ca

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

101–250 employees

Short description

Registered Canadian charity operating a 36,000-square-foot interactive children's museum at 100 Kellogg Lane in London, Ontario, delivering play-based exhibits, curriculum-aligned education programs, day camps, and birthday parties for children aged 0-9 and their caregivers, funded roughly half by earned revenue and half by grants and donations.

Ownership category

akta.pro rank

Product category

Children's Museum and Educational Services

NAICS

Museums (71211), Museums (712110), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900), Services-Child Day Care Services (8351)

akta.pro primary industry

Children’s Museums (THAJADAE)

Keywords

• Children's museum
• Play-based learning
• STEAM education programs
• Hands-on exhibits
• School field trips

Headquarters

HQ city

London

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Admission & Ticket Sales: Revenue from general admission tickets priced at $15.50+HST per person (adults and children 1 year+). Infants under 12 months are free. Members receive free admission.
2. Memberships: Customizable family memberships starting at $60+HST per person, valid for one year with free admission, discounts on camps and events, and reciprocal benefits with CASC and ACM partner museums across Canada and North America.
3. Birthday Party Packages: Deluxe packages up to 15 children/adults at $300-$325+HST and Premium packages up to 20 children/adults at $395-$430+HST, including private party rooms and facilitated activities.
4. Day Camps: Summer, PA Day, Winter Break, and March Break day camps for children ages 4-9. Pricing varies: PA Day $55-$60 per day, Summer camps $275-$310 per week, with early drop-off and late pick-up options.
5. Donations & Grants: Approximately half of revenue comes from grants, sponsorship, and donations as a registered charity. Includes corporate giving, monthly giving, legacy/estate gifts, and gift of securities. Government of Canada provided $2 million in funding for new facility.
6. Facility Rentals: Rental of Flex Room 1 (starting $300+HST), Flex Room 2 (starting $400+HST), The Annex (starting $450+HST), and Full Museum rental (starting $3,500) for private events including weddings, corporate events, and fundraisers.
7. Group Bookings & Field Trips: Self-guided field trips for school groups at $12-$12.50+HST per student; group bookings for community groups at $12.50+HST per child; education programs at $14.50 per student for on-site and $10 per student for in-class programs.
8. Explore Store & Gift Cards: Retail shop selling merchandise and gift cards redeemable for admission, memberships, birthday parties, day camps, and shop items.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

The London Children's Museum operates a single 36,000-square-foot facility at 100 Kellogg Lane in London, Ontario, offering children aged 0-9 hands-on, play-based learning experiences across eight immersive exhibits and a collection of more than 8,000 artifacts. Its core services include general admission, annual family memberships, day camps, birthday party packages, Ontario Curriculum-aligned education programs (school field trips, on-site facilitated programs, and in-classroom outreach), facility rentals, and a gift shop, supported by donations, grants, and sponsorships.

Product overview

London Children’s Museum is a registered Canadian charity operating a single physical museum location at 100 Kellogg Lane in London, Ontario. The core offering is eight immersive, hands-on play exhibits (Branching Out, Community Roots, Discovery Lab, Farm Works, STREAM, Above & Beyond, Unearthed, and The Annex) designed for children aged 0–9 and their caregivers. The museum’s portfolio of products and services includes general admission tickets and annual memberships, day camp programs (PA Day, Summer, Winter Break, March Break), birthday party packages (Deluxe and Premium), education programs (self-guided field trips, on-site facilitated programs, and in-classroom outreach), and facility rentals for private events. Additional programming includes Discovery Lab Workshops and Open Studio (STEAM maker activities), Early Years Play Dates, Curator’s Corner, TD Free Family Fun Night, Sensory Friendly Evenings, and seasonal special events. The museum also operates an Explore Store (gift shop) and structured donation and planned giving programs. The museum’s digital presence includes third-party ticketing, membership, and donation platforms (Veevart), visitor feedback surveys (SurveyMonkey), and social media channels. The museum has no documented public or partner-facing API and does not offer AI/ML-powered features.

Differentiator

Problem solved

Functional benefit

Products and services

• Eight Immersive Exhibits (Branching Out, Community Roots, Discovery Lab, Farm Works, STREAM, Above & Beyond, Unearthed, The Annex) Eight hands-on, play-based exhibits designed for children aged 0-9. Exhibits include Branching Out (forest treehouse village), Community Roots (child-sized town), Discovery Lab (STEAM maker space), Farm Works (farm and factory), STREAM (water physics river table), Above & Beyond (space and astronomy), Unearthed (dinosaurs and caves), and The Annex (rotating flexible gallery).
• Museum Membership Annual memberships priced at $60+HST per person, covering up to 2 adults and 6 children per household. Benefits include free admission for one year, discounts on premium events and day camps, reciprocal free or discounted admission at CASC and ACM partner museums across Canada and North America, and 15% off ice cream at Shaw's at 100 Kellogg Lane. Subsidized memberships available through lottery for families facing financial barriers.
• Day Camp Programs (PA Day, Summer, Winter Break, March Break) Day camps for children ages 4-9 with play-based learning, gallery exploration, and outdoor activities. PA Day camps at $60 non-members/$55 members per day, Summer day camps at $310/$285 for 5-day weeks and $248/$228 for 4-day weeks, March Break and Winter Break camps at $300/$275 per week. Early drop-off and late pick-up available for additional fees. Camp subsidies available through lottery for families facing financial barriers.
• Birthday Party Packages (Deluxe and Premium) Two-hour private party room rental with facilitated hands-on activity. Deluxe Package (up to 15 children + 15 adults): $300 members / $325 non-members. Premium Package (up to 20 children + 20 adults): $395 members / $430 non-members. Party activities include Artifact Investigators, Soar Into Space, Dinos Roar, and Early Years Birthday Bash. Full day museum admission included for all guests.
• Facility Rentals (Flex Room 1, Flex Room 2, The Annex, Full Museum) Rental of museum spaces for private events including family gatherings, corporate events, staff retreats, and fundraisers. Flex Room 1 (up to 80 reception): starting at $300+HST on weekdays. The Annex (up to 125 reception): starting at $400+HST on weekdays, $450+HST on weekends. Full Museum buyout (up to 350 guests): starting at $3,500.
• Self-Guided Field Trips Teacher- and chaperone-led museum visits for students K-Grade 3. Offered Tuesdays-Fridays, October-June, 10am-2pm. $12+HST per student; teachers and chaperones free. Minimum 20 students required; maximum 120 students. Ontario Curriculum-connected exhibit activities. Field trip bookings for 2026-2027 open late August 2026.
• On-Site Education Programs 40-minute facilitated programs designed by an Ontario Certified Teacher, tied directly to the Ontario curriculum. $14.50 per student (no HST). Minimum 10 students ($145), maximum 30 students per program, maximum 4 programs per day. Includes museum exploration time. Programs may be available in French.
• In-Class Education Programs Museum educators bring artifacts and portable exhibit components into classrooms. 90-minute facilitated sessions for students Kindergarten-Grade 6. $10.00 per student (no HST). Minimum 15 students ($150), maximum 30 per program. Available September-June, Mondays-Fridays, 8am-4pm.
• Outreach Programs (Green Thumbs, Out of this World, Science of Sound, We Dig Dinos) Mobile hands-on programs brought to schools, libraries, community centres, and events. Programs include Green Thumbs (plant life cycle), Out of this World (meteor and rocket physics), Science of Sound (sound waves and resonance), and We Dig Dinos (paleontology and fossils).
• TD Free Family Fun Night Weekly free admission event every Thursday 5pm-8pm, funded by TD Bank. All families eligible; lottery-based registration system required due to high demand. Walk-in admission not available. Explore eight exhibits and participate in hands-on programming.
• Discovery Lab: Workshops and Open Studio Discovery Lab is the museum's STEAM maker space. Workshops are staff-facilitated, small-group guided activities with set times and limited capacity. Open Studio is drop-in, self-guided exploration of materials and themes without participant limits. Both included with general admission. Programs funded in part by GlobalGiving/3M partnership and Westminster College Foundation.
• Early Years Play Dates Weekly drop-in program for children aged 0-5 and their caregivers. Held Tuesday mornings (9:30-11:00am) with rotating themes and activities designed to support sensory exploration, motor skill development, and early literacy. Themes include Forest Friends, Hello Sunshine!, Squish & Squeeze!, Rainbow of Fun, Art Party, and others.
• Curator's Corner Hands-on artifact and collection exploration program. Visitors handle real museum objects, explore themed sessions (e.g., POG-o-rama!, Fossil Detectives, Optical Illusions, Space Rocks!, Marvelous Meccano), and learn about curatorial practices. Sessions held weekly on various days and times.
• Sensory Friendly Evenings Monthly evening events for children with autism spectrum disorder (ASD), physical or cognitive disabilities, or sensory processing considerations and their families. Reduced attendance, reduced noise and stimulation, free admission with registration required. Funded by Ontario Trillium Foundation and Dr. Robert and Joan Boyce.
• Explore Store Museum gift shop selling toys, games, puzzles, books, and educational items. Member discounts available. Also offers gift cards redeemable for general admission, memberships, birthday parties, day camps, and shop items (not redeemable for facility rentals, outreach, field trips, or group bookings).
• Donation and Planned Giving Programs Structured giving options including one-time and monthly online donations, gifts in memory or celebration, bequests/wills, gift of RRSP/RRIF, gift of appreciated securities, gift of life insurance, corporate giving, matching gifts, and event fundraising. Charitable Registration No. 10808 7263 RR0001. Capital Campaign for new museum at 100 Kellogg Lane ($23M goal; $20.7M raised).
• Group Bookings (Community Groups and Childcare Centres) Self-guided group visits for registered charities, non-profits, childcare centres, camps, and clubs in the London region at $12.50+HST per child. Chaperones and infants under 1 are free. Minimum 20 children, maximum 60 children per day.

Quantifiable outcome

• Over 10,000 children and families in financial need receive free admission, memberships, education programs, and day camp experiences annually through donor support
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Canadian Association of Science Centres (CASC)coreStrategic or Co-development PartnerCASC reciprocal agreement allows members free admission to participating science centres across Canada. Members must live more than 150km from the centre they wish to visit to benefit.
• Association of Children's Museums (ACM)coreStrategic or Co-development PartnerACM reciprocal network provides members discounted admission to participating children's museums across North America, expanding access beyond local community.
• THEMUSEUMminorStrategic or Co-development PartnerTHEMUSEUM in Kitchener, Ontario offers free admission to London Children's Museum members on select reciprocal weekends, and vice versa, providing cross-promotional benefits.
• Shaw's Ice Cream (100 Kellogg Lane)minorGTM or Marketing PartnerShaw's Ice Cream provides members 15% discount on ice cream in cups or cones at the 100 Kellogg Lane location, creating a complementary visitor experience within the same entertainment complex.
• 519 School of Hip HopminorGTM or Marketing PartnerSpecial guest programming featuring hip hop dance performances, DJ demonstrations, and breakdancing in the Annex space, with additional beat-making activities in Discovery Lab.
• Western Engineering OutreachminorGTM or Marketing PartnerWestern University engineering students bring hands-on coding and robotics experiences to museum visitors through special guest programming.
• Western Anthropology OutreachminorGTM or Marketing PartnerWestern University anthropology outreach team provides hands-on exploration of bones, skeletons, and ancient cultures including mummies and hieroglyphics.
• London Public LibraryminorGTM or Marketing PartnerOutreach programming partnership bringing Science of Sound and other STEAM activities to library branches including Byron, East London, and Masonville locations.
• International Day of Play / United NationsminorStrategic or Co-development PartnerUN-recognized International Day of Play (June 11) celebrating and protecting every child's right to play, with the museum participating in week-long celebrations and programming.
• Fanshawe Pioneer VillageminorGTM or Marketing PartnerSpecial guest programming featuring 19th century optical toys and historical education activities during Curator's Corner sessions.
• Bridget George (Author/Illustrator)minorGTM or Marketing PartnerAnishinaabe author and illustrator providing storytime during Early Years Play Dates, introducing Ojibwe language words through her book 'It's a Mitig!'
• Long & McQuademinorGTM or Marketing PartnerMusical Petting Zoo program bringing instruments and musical experiences to museum visitors during special events.
• LiUNA 1059 Training CentreminorGTM or Marketing PartnerConstruction union training centre provides virtual job site experiences and concrete finishing activities in Discovery Lab for hands-on building education.
• London SymphoniaminorGTM or Marketing PartnerString duo performances featuring viola and cello bringing Musical Time Machine interactive musical experiences to families.
• Home County Music & Art FestivalminorGTM or Marketing PartnerCommunity festival partnership bringing outreach activities to the 580 Clarence Street venue in London during the annual festival.
• Eldon HouseminorGTM or Marketing PartnerHistoric Eldon House museum provides thaumatrope workshop programming teaching 19th century optical illusions and animation principles.
• Volunteers (Nearly 150 annually)coreOthersNearly 150 volunteers contribute over 4,000 hours annually creating hands-on learning experiences for children and families. Volunteers support gallery attendant and Explore Store roles.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Regional players

• TELUS World of Science - Edmonton: Western Canadian science centre with hands-on exhibits, planetarium, and curriculum-aligned school programs. CASC reciprocal peer operating the same exhibit-plus-education model.
• Ontario Science Centre: Major Toronto-based science centre offering hands-on STEAM exhibits and reciprocal CASC membership benefits with the London Children's Museum. Operates in the same Ontario market with overlapping curriculum-aligned education programs.
• Science North: Northern Ontario science centre with hands-on exhibits, IMAX theatre, and school programs. CASC reciprocal partner comparable in mission, exhibits, and curriculum-connected learning, though serving a different geography.
• Discovery Centre (Halifax): Atlantic Canada's largest science centre offering hands-on STEAM exhibits and education programs. Comparable model with CASC reciprocal membership, but serving a different Canadian region.

Direct peers

• THEMUSEUM (Kitchener): Kitchener, Ontario museum offering interactive exhibits and reciprocal admission for London Children's Museum members. Most directly comparable peer in terms of regional Ontario footprint, exhibit-driven model, and reciprocal partnership.
• Kansas Children's Discovery Center: Mid-sized US children's museum with hands-on exhibits, summer camps, and community programming for young children. Closely comparable in scale, mission, and ACM reciprocal network affiliation.
• Imagine Children's Museum (Everett, WA): US Pacific Northwest children's museum with hands-on STEAM exhibits, day camps, birthday parties, and school programs for ages 0-11. Closely comparable in size, age focus, exhibit structure, and ACM reciprocal network membership.
• Discovery Museum (Bridgeport, CT): US children's museum offering hands-on STEM exhibits, preschool programs, and birthday parties with ACM reciprocal membership. Comparable mission, age focus (0-10), and earned/donated revenue mix to the London Children's Museum.
• Toronto's Museum of Illusions: Adjacent Ontario-based interactive museum/experience operator. Comparable in offering ticketed, hands-on, family-friendly experiences, though with a more visual/perceptual theme than play-based learning.

Broad incumbents

• Children's Museum of Indianapolis: The largest children's museum in the world, operating massive hands-on exhibits for children and families. Highly comparable mission and exhibit-driven model, though at vastly greater scale and a US market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ldnchildmuseum
• Facebookfacebook.com/LondonChildrensMuseum
• Instagraminstagram.com/londonchildrensmuseum
• LinkedInlinkedin.com/company/londonchildrensmuseum

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about London Children's Museum