Eureka!

What Eureka! does

Eureka! is a UK-registered educational charity (charity no. 292758, Company Limited by Guarantee no. 1948578) that operates two hands-on children's museum attractions: Eureka! The National Children's Museum in Halifax, opened in 1992, and Eureka! Science + Discovery on the Wirral in Merseyside, opened in 2022. The organization serves families with children aged 0–14, school and home-educator groups, and SEND (special educational needs and disabilities) families, delivering play-based learning across more than 400 interactive exhibits in Halifax and four themed zones (Bodies, Homes, Nature, The Burrow/Make Create) in Wirral. Its core technology is physical, hands-on exhibit design supported by interactive digital installations such as the Magic Place body-tracking playspace (created with digital artists Genetic Moo) and a W3C AA accessibility-compliant Sensory Guide microsite.

The business model is a hybrid admissions-and-charity structure with no direct government funding. Revenue is generated primarily through one-time admission tickets that convert into a free 12-month annual pass for unlimited returns, a paid Eureka! Unlimited Pass (£25/person) covering both venues, on-site and online gift shop retail, donations (including the Play it Forward Fund with Gift Aid reclaim), and corporate/charitable partnerships (notably Co-op). Group, home educator, and concession pricing tiers serve schools and lower-income visitors. Distribution is direct-to-consumer via book.eureka.org.uk and on-site sales, with corporate member-channel reach via the Co-op partnership.

Operationally, Eureka! employs 51–100 staff across two sites, has co-created programming with 120+ local young people, and partners with eight+ local charities through Play it Forward. Its strategic positioning combines brand heritage (UK's first children's museum, royal patronage legacy) with accessibility leadership (NAS Autism Award 2025, dedicated SENDays, trained Enablers), and recent accolades include Which? UK's Top-Rated Attraction 2026 and VisitEngland Gold Award 2025.

Name

Eureka!

Legal name

Eureka! The National Children's Museum

Website

https://eureka.org.uk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Eureka! is a UK educational charity operating two hands-on children's museums—Eureka! The National Children's Museum in Halifax (since 1992) and Eureka! Science + Discovery on the Wirral (since 2022)—serving families with children aged 0–14 through interactive exhibits, school programs, and accessibility-led SEND programming under an annual pass admissions model.

Ownership category

akta.pro rank

Product category

Children's Museums

NAICS

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

SIC

Services-Amusement & Recreation Services (7900), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Children’s Museums (THAJADAE)

akta.pro secondary industry

Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Children's museum
• Interactive exhibits
• Educational attractions
• Play-based learning
• Family visitor attraction

Headquarters

HQ city

Halifax

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Admission Tickets: Pay-once model where first visit ticket purchase includes a free Annual Pass for unlimited return visits over 12 months. Online booking offers savings of up to 20% compared to walk-up prices.
2. Annual Passes: Eureka! Unlimited Pass for both venues at £25 per person; standard annual passes at £23 for Halifax only. Gift vouchers for annual passes available through e-commerce.
3. Retail (Gift Shop): On-site gift shop and online e-commerce store selling toys, gadgets, posters, souvenirs, and gift vouchers. Includes delivery to UK addresses.
4. Donations and Charitable Contributions: Play it Forward Fund accepts donations to provide wider access to under-resourced families. Also receives donations through Gift Aid scheme (25p reclaim per £1 donated).
5. Corporate Partnerships: Co-op partnership including branded Co-op Play Shop in Living and Working Together gallery, with Co-op providing launch funding and ongoing program support. Members receive 20% discount on admission.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Eureka! operates two family-oriented children's museum attractions in the UK: Eureka! The National Children's Museum in Halifax (opened 1992) and Eureka! Science + Discovery in Wirral (opened 2022). The core offering is hands-on, interactive museum experiences for children aged 0-14 across multiple themed zones with over 400 exhibits in total. Revenue is generated through admission tickets (which include a free Annual Pass for unlimited return visits), on-site and online retail, gift vouchers, and donations through the Play it Forward Fund.

Product overview

Eureka! operates two family-oriented visitor attractions in the UK: Eureka! The National Children's Museum in Halifax (opened 1992) and Eureka! Science + Discovery in Wirral (opened 2022). The core offering is hands-on, interactive museum experiences for children aged 0-14 across multiple themed zones and galleries. Revenue is generated through admission tickets, with visitors receiving a free Annual Pass for unlimited return visits. Additional products include gift vouchers (venue-specific and combined Eureka! Unlimited), the Play it Forward charitable donation fund, and Relaxed SENDays accessibility events. Eureka! also provides educational programs for schools and home educators, and maintains the Sensory Guide accessibility resource. The attractions operate an annual pass model rather than a single-visit model, encouraging repeat visitation.

Differentiator

Problem solved

Functional benefit

Products and services

• Eureka! The National Children's Museum The original Eureka! museum location in Halifax, West Yorkshire, open since 1992. A fun-packed family day out for children aged 0-11 featuring six interactive zones, over 400 hands-on exhibits, extensive grounds, and a creativity space. Operates on an annual pass model where first-time visitors receive a free annual pass for unlimited return visits.
• Eureka! Science + Discovery A science-focused attraction in Wirral, Merseyside, opened in 2022 at Seacombe Ferry Terminal. Designed for children aged 0-14 with four interactive themed zones: Bodies, Homes, Nature, and The Burrow (under 7s), plus Make Create. Features hands-on science, technology, engineering and arts experiences, and was named the UK's top-rated attraction by Which? in 2026.
• Eureka! Unlimited Pass A combined annual pass granting unlimited visits to both Eureka! The National Children's Museum in Halifax and Eureka! Science + Discovery in Wirral. Priced at £25 per person, it allows holders to visit either venue as many times as they like over 12 months. A free annual pass is included with the first paid admission visit.
• Schools and Education Programs Educational visits and programs for school groups, home educators, and uniformed groups. Includes curriculum-linked workshops, school visits aligned with EYFS and the national curriculum, Home Educator Days, and Teachers Morning professional development events. Operates across both Halifax and Wirral venues with special group rates for 10+ children.

Quantifiable outcome

• Eureka! Science + Discovery named UK's top-rated attraction by Which? (May 2026)
• +3 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Co-opcoreStrategic or Co-development Partner · 25 April 2026Strategic partnership including branded Co-op Play Shop in Living and Working Together gallery. Supports Co-op's social value commitment to 'Access to a Sustainable Future' with sustainability and food education programming. Co-op members receive 20% discount on admission until October 2026.
• Real StudiosminorImplementation/ SI/ Consulting PartnerExhibition designers for Eureka! Science + Discovery
• Playmaker StudiominorStrategic or Co-development PartnerBrand and design consultants for Eureka! Science + Discovery
• No Brainer AgencyminorGTM or Marketing PartnerPR and communications partner for Eureka! Science + Discovery
• Genetic MoominorStrategic or Co-development PartnerDigital artists who created Magic Place interactive digital playspace at Halifax
• Seddon Construction LtdminorImplementation/ SI/ Consulting PartnerMain contractor for Eureka! Science + Discovery construction
• SutcliffeminorImplementation/ SI/ Consulting PartnerStructural engineers for Eureka! Science + Discovery
• TACEminorImplementation/ SI/ Consulting PartnerBuilding services engineers for Eureka! Science + Discovery
• Urban GreenminorImplementation/ SI/ Consulting PartnerLandscape architects for Eureka! Science + Discovery
• Walker SimeminorImplementation/ SI/ Consulting PartnerEmployers Agent and Quantity Surveyor for Eureka! Science + Discovery
• WorkhausminorImplementation/ SI/ Consulting PartnerExhibition fit-out contractor for Eureka! Science + Discovery

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Dundee Science Centre: Hands-on science centre in Dundee with similar age range, interactive exhibits and family-focused operating model.
• Techniquest: Cardiff science discovery centre with hands-on STEM exhibits for similar age range. Closely comparable to Eureka! Science + Discovery on the Wirral side of the business.
• Centre for Life: Newcastle science village combining hands-on science exhibits with family programming. Closely comparable to Eureka! on exhibit-led, paid-admission science engagement.
• Seven Stories - The National Centre for Children's Books: Newcastle-based national centre for children's literature, also operating as a charity with hands-on exhibits for young visitors. Closely comparable mission, family audience and charity-funded model to Eureka!.
• The Story Museum: Oxford children's literary museum with hands-on, immersive exhibits and family programming. Comparable charitable operating model and family audience.
• Discover Children's Story Centre: London-based children's discovery centre with interactive storytelling and play exhibits for under-11s. Near-identical target audience, age range and immersive exhibit-led model.
• Glasgow Science Centre: Scotland's flagship hands-on science centre with comparable age range, interactive exhibit-led model and paid admission structure.
• National Space Centre: Leicester-based science centre with hands-on family exhibits and educational programming for similar age band.

Regional players

• The Deep: Hull-based aquarium and family visitor attraction in Yorkshire. Comparable charity-rooted heritage, regional Yorkshire draw and family day-out audience.
• Catalyst Science Discovery Centre: Widnes-based science museum on the same Mersey corridor as Eureka! Wirral - very close geographically. Similar scale, hands-on chemistry/STEM exhibits and family audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/eurekamuseum
• Facebookfacebook.com/eurekamuseum
• LinkedInlinkedin.com/company/eurekamuseumdiscovery

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 Eureka!