Bubbles' World of Play

What Bubbles' World of Play does

Bubbles' World of Play (legal entity Gloplay Ltd) operates a single 70,000-square-foot indoor children's soft play centre at Marine Point, Kings Parade, New Brighton, Wirral (CH45 2HZ). The venue, founded in 2013, serves families with children aged 0–11 in the Merseyside, Liverpool, and Wirral catchment, with secondary draw from Manchester, Wales, and Chester. Core products include the Main Soft Play Frame (30+ world-themed educational zones such as India, Dino land, Italy, Sydney Harbour Bridge, Northern Lights, and a Wild West foam ball cannon zone), a gated Baby & Toddler sensory area for ages 0–3, a Role Play mini-city for ages 1–5, and three themed birthday party booths (Jungle, Savannah, Underwater). Infrastructure includes CCTV coverage, secure check-in/check-out systems, alarmed exits, a 5-star hygiene-rated kitchen, and 90 on-site free parking spaces plus 600 additional free spaces at the adjacent retail park.

The business runs a direct-to-consumer retail attraction model. Customers purchase admission tickets online (Booking Organiser platform) or at the door, and book birthday parties at £13.95/child off-peak and £17.45/child peak. Secondary revenue comes from on-site F&B sales, gift vouchers, school voucher redemptions, and playdate group bookings. The company pursues SEO-led local demand capture via 60+ location-specific landing pages and an 82+ article content blog, supported by Google Ads, Mailchimp email, and Facebook/Instagram organic social. No external funding, M&A activity, or multi-site footprint is evidenced; the entity is privately held with no disclosed investors.

The operating perimeter is single-location and geographically narrow, with all physical capacity concentrated at the Marine Point site. The 11–50 employee count, the 5-star hygiene certification held since opening, and the breadth of themed zones together support a mature, operationally stable but non-scaling footprint at present.

Name

Bubbles' World of Play

Legal name

Gloplay Ltd

Website

https://bubblesworldofplay.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Bubbles' World of Play is a single-location indoor soft play centre in New Brighton, Wirral, serving families with children aged 0–11 across Merseyside, Liverpool, and surrounding regions. It operates a 70,000 sq ft venue with 30+ themed play zones, birthday party packages, and an on-site cafe.

Ownership category

akta.pro rank

Product category

Indoor Children's Soft Play Centre & Family Entertainment

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Family Entertainment Centers (Indoor развлечения: Arcade, Soft Play, Party Centers) (THAJAEAC)

akta.pro secondary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

Keywords

• Indoor soft play centre
• Children's birthday parties
• Family entertainment venue
• Kids play area
• Themed indoor play

Headquarters

HQ city

New Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. General Admission Tickets: One-time admission fees for entry to the indoor soft play centre. Customers purchase tickets online in advance or at the door. Pricing varies based on VAT relief periods.
2. Birthday Party Packages: Two-hour birthday party packages including 90 minutes of play in the soft play frame followed by 30 minutes in themed party booth with hot and cold buffet. Priced at £13.95 per child (off-peak) and £17.45 per child (peak times including weekends, bank holidays, and school holidays).
3. Food and Beverage Sales: On-site cafe serving hot meals, sandwiches, cakes, and beverages. 5-star hygiene rated kitchen. Food and drink menu available for all visitors including kids meals at reduced prices during VAT cut period.
4. Gift Vouchers: Gift vouchers available for purchase online through booking system, valid for admission tickets or birthday parties.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Bubbles' World of Play is a single-location indoor children's soft play centre operating from a 70,000 square foot facility at Marine Point, New Brighton, Wirral. It provides general admission play experiences across three distinct areas (Main Soft Play Frame for ages 0-11, Baby & Toddler Area for ages 0-3, and Role Play Mini City for ages 1-5), bundled birthday party packages with themed booths and buffet, and on-site cafe food and beverage services for families across Merseyside, Liverpool, Wirral, Cheshire, and broader North West England.

Product overview

Bubbles' World of Play is a single-location indoor children's soft play centre offering a unified family entertainment experience. The core offering centres on three distinct play areas: the Main Soft Play Frame (ages 0-11) featuring 30+ themed zones with slides and ball cannons, the Baby & Toddler Area (ages 0-3) with gated sensory zones and free ride-ons, and the Role Play Area (ages 1-5) with mini-city pretend play. These are complemented by Birthday Party Packages with themed booths, Food & Drink Menu from a 5-star hygiene-rated kitchen, Playdate Party bookings, School Voucher Program, Gift Vouchers, and a Blog with family activity guides. The company operates from a single venue at Marine Point, New Brighton.

Differentiator

Problem solved

Functional benefit

Products and services

• Main Soft Play Frame One of the UK's biggest indoor soft play areas featuring 30+ themed zones including slides, ball cannons, squeaking penguin maze, interactive musical instruments, and adventure play across multiple floors for children ages 0-11.
• Baby & Toddler Area Secure gated baby and toddler zone with sensory activities, a Central Park (New York) themed area, and dedicated play equipment designed for the youngest visitors ages 0-3. Includes free ride-on toys.
• Role Play Area Mini city with garage, shop, vets, and police station (with jail) designed for imaginative play and developing social skills for children ages 1-5.
• Birthday Party Packages Two-hour birthday party packages including 90 minutes of play in the soft play frame and 30 minutes in a themed party booth (Jungle, Savannah, or Underwater) with hot and cold buffet. Priced £13.95 per child off-peak (school days) and £17.45 per child peak (weekends, bank holidays, school holidays). Seating up to 21+ children per booth.
• Playdate Party Group booking option for families to coordinate play visits together through the online booking system.
• Food & Drink Menu On-site cafe kitchen serving hot meals, sandwiches, cakes, and beverages including kids meals at reduced prices during the British Summer VAT cut period. Annual 5-star hygiene rating maintained since opening.
• School Voucher Program Educational voucher program enabling schools to register and distribute vouchers to students, providing discounted access to the soft play centre for reward programs and educational outings.
• Gift Vouchers Pre-purchasable gift vouchers for admission tickets or birthday parties, sold online through the Booking Organiser platform and redeemable on-site.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Puddles Splash Water ParkminorOthersRelated attraction at Marine Point, New Brighton near Bubbles World of Play. Cross-promoted as a complementary activity for families combining soft play with outdoor water fun. Referenced in blog content as part of family day out itineraries.
• Schools (Voucher Program)coreOthersSchool voucher program allowing schools to register and distribute vouchers to students for soft play experiences. Promotes educational benefits including physical activity, social skills, and cognitive development through play-based learning. Simple voucher redemption process for schools.

Scale indicators7 records

Expansion highlights4 records

Direct peers

• Gulliver's Theme Park Resorts: Independent UK operator of family theme parks built specifically for young children (0–11), with on-site accommodation, party packages, and themed zones — directly comparable customer target and family positioning, though at an outdoor-park scale.
• Gravity Active Entertainment: Multi-site UK indoor trampoline, climbing, and family entertainment operator with party packages and branded dining. Direct comp for family-targeted FEC party revenue and admission volume.
• Paradise Island Adventure Golf: Multi-site UK indoor/outdoor adventure golf operator with party bookings and food offerings. Comparable as a ticketed, family-focused attraction with bundled party packages.
• Flip Out UK: Chain of indoor trampoline and adventure parks offering birthday party packages, walk-in admissions, and on-site food. Operates an almost identical family entertainment centre revenue model across multiple UK locations.
• Mr Mulligan's (FEC): UK chain of family entertainment centres combining mini golf, kids' play, party packages, and food/beverage under one roof. Highly comparable full-service FEC model.
• Air Hop: UK trampoline and adventure park chain with party packages, group bookings, and on-site cafes. Directly comparable in service mix, customer segment (kids' birthday parties), and per-visit monetisation.
• Wacky Warehouse (Mitchells & Butlers): UK's largest soft-play-in-pub chain operated by Mitchells & Butlers. Directly comparable D2C soft play + F&B business model targeting families, making it the closest direct comp to Bubbles' indoor soft play + kitchen model.

Broad incumbents

• Hollywood Bowl Group: LSE-listed UK family entertainment and dining group. While focused on ten-pin bowling, its venue-based family dining + entertainment format and birthday party exposure make it a useful listed comp for Bubbles' per-visit economics.
• David Lloyd Leisure: Major UK premium family leisure club operator with kids' activity programmes, holiday clubs, swim, and family hospitality. Comparable as a subscription/membership-adjacent UK family destination with kids programming.
• LEGOLAND Discovery Centre (Merlin Entertainments): Merlin-operated indoor attraction targeting families with younger children (3–10) using themed educational play, ride, and party formats. Highly comparable indoor kids'-themed attraction model at larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BubblesPlayNB

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Bubbles' World of Play