East Yorkshire Business Crowned Best in Britain

A family business in Beverley, East Yorkshire has won a prestigious award in a national competition. Jack in the Box was crowned Best Role Play Centre at the Association of Indoor Play’s glittering awards ceremony held at Drayton Manor Theme Park in the East Midlands, beating off stiff competition from right across the UK.

Jack in the Box, owned and managed by husband-and-wife team, Ken and Gail Lunn opened their popular soft play centre in 2011, converting a derelict former food factory into a bright shiny haven for families to have fun.

Last year they expanded their play offering with a state-of-the-art role play centre, Jack’s Mini Village, on the first floor above the soft play centre incorporating many innovations not seen at other role play centres.

The Mini Village features a host of realistic elements which include a lifelike washing machine with lights and sound, just like the real thing, a realistic ‘working’ oven and hob in the bistro where children can rustle up a tasty meal, and checkout counters in the supermarket with working scanners.

Every child even receives a ‘Jack’s Mini Village’ credit card to use in the card machines in the various shops.

There are 14 different play settings where children can become, amongst other things, a vet, a doctor, a hairdresser, a builder or a postman - every property in the village has a letter box and there are over 100 letters to be delivered.

It’s this attention to detail which really brings the experience to life and is one of the main factors which won them recognition at the AIP awards night.

“I am delighted to have won such a prestigious award. We designed and built the entire village ourselves. We all put our heart and soul into this,” said Ken.

“We wanted to make an exciting and stimulating place to visit. Somewhere where children can have lots of fun whilst also learning and losing themselves in their imaginations.

“It’s not just the children who have fun though. It’s lovely to see the adults joining in and having fun as well,” he added.

Commenting on their success Gail said their main aim was always to make it different to other role play centres.

“We wanted to make it as realistic as possible for the children to play in. Hence the ‘working’ washing machine, oven and hob and supermarket scanners with real ‘beeps’. Another big hit is the music room with real drum kit and guitars.

“Children are drawn to the ice cream van with its realistic traditional chimes and ice cream machine, which is the centrepiece of the Village Green,” she added.

The awards were organised by the Association of Indoor Play, the premier trade body for indoor play in the UK.

Association Chair, Janice Dunphy, said: "The 2024 Industry Awards symbolise more than just a return to tradition; they represent our sector's incredible resilience and capacity for renewal following an exceptionally challenging period. These awards embody our commitment to excellence, safety, and innovation in indoor play,” she added.

The Association of Indoor Play (AIP) is dedicated to promoting the significance and benefits of indoor play facilities and ensuring the highest standards of safety, quality, and enjoyment. AIP serves as the industry's voice, advocating for supportive policies and practices that enhance the indoor play experience for families and communities across the nation.

• More information about Jack in the Box and Jack’s Mini Village can be found on their website https://www.jackintheboxclub.co.uk