An Executive Voices Blog by Rich Albright, Vice President and General Manager of Soft Play

Children’s imaginations come to life when they get to see their favorite characters in person. Licensed branding not only creates memorable experiences but also strengthens the connection between your business and consumers.

The resurgence of brick-and-mortar retail, malls, and public spaces (such as museums and churches) presents a prime opportunity for establishments to engage children through interactive and branded character experiences. Beyond traditional licensed cartoon characters, play structures featuring logos, mascots, and brand or product variations have also proven to be highly successful in these environments.

With the right playground design partner, your business can seamlessly blend creativity with business objectives, driving engagement and commerce. Families take note when businesses prioritize creating a welcoming, family-friendly environment—making them more likely to return again.

For example, the Mall of America recently installed a vibrant, fully themed CoComelon play area inside the CoComelon Playdate store, demonstrating how branded playgrounds can engage children on a deeper level and promote physical activity, creativity, and social development. The Mall has also incorporated SpongeBob characters, Paw Patrol, and other Nickelodeon characters to further cater to younger audiences.

These characters aren’t just exciting for kids and families—they also create valuable photo opportunities that double as powerful social media marketing tools, regardless of whether businesses use a branded or plain backdrop. With the flexibility to be positioned standing or sitting, they can seamlessly fit into any space. Families naturally gravitate toward capturing special moments together, and licensed characters amplify those memories.

Expert Designers Bring Licensed Characters to Life
Choosing the right company ensures accuracy, quality, and safety when creating play structures featuring licensed characters. Expert sculptors and artists meticulously handcraft each installation, using advanced airbrushing techniques to bring every detail to life. Beyond capturing beloved characters with precise specifications, safety must also be a top priority, ensuring that each structure not only excites children but also minimizes the risk of injuries.

From concept to completion, expert playground design teams work closely with clients to develop a detailed budget, project timeline, and design strategy, ensuring each play space is tailored to its environment and the children who are expected to use it. When equipped with world-class design experts backed by decades of expertise, these innovative teams can turn any vision into a reality. 

Licensed Play Space Considerations
The key to building these dynamic play spaces starts with understanding the children they’re designed for—their ages, interests, and the estimated number of participants expected to use the playground at a time. Every age group requires various equipment, which informs the project’s overall budget. Additionally, the play space owners must have rights to license out the characters wanted, which requires planning based on a deep understanding of the audience as well as contractual negotiations to use the characters legally.

It is also equally important to consider the needs of parents, from visibility and supervision of their children to opportunities for shared play and comfortable seating options. Depending on the type of play structure and whether it is indoors or outdoors, these spaces typically last around 15 years or longer. While the play structures are designed to be low maintenance, wiping surfaces and regularly inspecting components are essential to ensure longevity. The company that designs the playground typically will offer maintenance schedules to address loose, worn, or damaged equipment components quickly and to guarantee the safety of everyone using the equipment.

Above all, playgrounds that showcase licensed characters are fun and unique, providing children with a great and memorable experience. Creating a playground inspired by children’s favorite characters leaves a lasting impression, making them eager to return again and again.

Soft Play, a PlayPower brand, is a global leader in the creation of unique, adventurous towers and sculpted play structures, as well as gamified and immersive entertainment environments for indoor, outdoor, and waterplay locations. Soft Play crafts customized worlds of fun that stir imaginations and drive loyalty-building brand extensions.