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PlayPower targets European shopping centres


® The PlayPower three-storey installation at the Kennedy Space Center in Florida

ACCORDING to US-based play giant PlayPower both indoor and outdoor play facilities have been proven to increase dwell times and encourage repeat visits at shopping centres.
PlayPower is the world’s biggest supplier of playgrounds, delivering 30,000 installations per year. And the company is looking to step up its presence in the European market, according to business development manager Lars Nielsen. “Our indoor play business had been very US-focussed but Europe’s now a priority, with a focus on the shopping centre market,” he said.
Nielsen said the playground market is evolving and becoming more sophisticated. “Themed playgrounds that bring storytelling to the mix is the new trend,” he said. “This can be character-driven to create a point of difference.”
Equally, education through play is growing in importance according to Nielsen. For instance PlayPower has just completed a three-storey installation for NASA at the Kennedy Space Center in Florida that takes children on a journey through the solar system. And Nielsen predicted that shopping centre managers might adopt this approach so that their playgrounds become part of their corporate social responsibility agenda.


 
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