Member Article

Creativity at the heart of newly launched Newcastle children’s play startup

Little Town, a new children’s play centre, has launched in Newcastle following an investment of £35k.

Adopting a creative outlook to learning and interaction, the business says it is bringing a popular and alternative approach to family fun and children’s play in the region.

The firm opens its first space following four to six weeks of renovation work at Newcastle’s Chapel House, a former doctors surgery. Gateshead firm Vertex acted as constructors on the project, whilst Little Town leases the property from Pecks House Leisure.

Now the business intends to expand the concept across the UK, as it looks to invest in more centres later this year.

Little Town’s Manager, Lindsey Ray, explained: “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. If your child is between walking age and seven – this is the perfect space for he or she to flourish.

“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.

“Everything has been designed so that mums and dads can join in as well, so we offer a genuine family experience that supports positive relationships, in a friendly, safe environment, all of which ensures a great day out.”

“This project didn’t just happen overnight,” said Lyndsey, who funded the idea using both personal investment and a Transmit Start Up Loan.

“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.”

Little Town has also been designed side by side with early years practitioners to encourage interaction that develops excellent language and communication skills.

To give a unique personal experience, the centre limits its numbers to four one and a half hour sessions per day and encourages parents to interact with their children. Staff are also at hand to help guide and explore possibilities and tasks.

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 Pomphreys in Blaydon. We want to support local businesses and provide our customers with local produce.

“Next Year we want to go bigger and better and will look to add new centres and enthusiastic employees to our business. Our model is scalable and ambitious, and we have big plans for the future.

“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.”

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