06/06/2026
Very proud of these AIP colleagues - alongside our MD Janice they are lobbying for a very important reason. 🚨 SERIOUS POST ALERT 🚨
✋ DON’T TAX CHILDREN TO PLAY!
Yesterday we attended the Association of Indoor Play Conference in Leeds, where one topic remained front and centre – the campaign to remove VAT from children’s play admissions.
For more than 22 years, our MD Janice has been campaigning with Association of Indoor Play, serving as Chair and now Vice Chair (despite several attempts to retire! 😂). She has spent decades lobbying government, presenting research, sharing evidence, and demonstrating the enormous physical, social, emotional and developmental benefits that play centres provide for children and families.
On the most recent visit Janice visited Westminster with three AIP colleagues and met with MPs to discuss the issue. Amazingly, one MP admitted they didn’t even realise that VAT is charged on children’s play admissions. It highlighted just how important it is that we continue raising awareness and making our voices heard.
The recent announcement by Chancellor Rachel Reeves to reduce VAT to 5% over the summer is a significant step in the right direction. 💪🏻 We genuinely believe this is a direct response to the tireless work, campaigning and evidence presented by AIP over many years.
When we receive the full details, we will be passing every penny of any VAT saving directly back to our amazing customers. ❤️
But while this is progress, it’s not enough.
Children’s play should not be treated as a luxury.
It should not be something only available to families with high incomes.
Every child deserves the opportunity to play, learn, develop confidence, make friends and create memories, regardless of their family’s circumstances.
The campaign continues, and we will keep fighting until children’s play is recognised for what it truly is – an essential part of childhood, not a taxable luxury.
