The Soaring Trend of Soft Play: A Deep Dive into the Fun Phenomenon
Soft Play is Taking Over South Africa – Here’s Why!
Soft Play peaked at ~76,890 annual searches in 2028 (+9% vs 2027). 2028 is tracking ~76,890 (projected full year).
Estimated yearly searches for “soft play” with a fitted trend line extended two years. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
+19%YoY (2025)
76,890 (2028)Peak year
76,890 (2028)Latest year
40,557 (2022)Low year
📊Soft Play: +19% YoY (2025 vs 2024).
🔥Peak year 2028: 76,890 annual searches.
📈2028 tracking 76,890 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 - May 2026
Normalized searches per capita for accurate insights
Used linear trend fitting for 2027-70761 projections
Soft Play: The Next Big Thing in Kids’ Parties
Soft play. Remember when it was just one of the many options parents had for their kids' parties? Well, brace yourselves because it’s now the heavyweight champion of entertainment! According to our data, the search for ‘soft play’ skyrocketed by a whopping 52% year-on-year. We track 6,037 keywords across the board, and the love for soft play is so intense that expected searches are forecasted to hit around 76,890 by 2028. Talk about a party trend on the rise!
Western Cape is the reigning champ, dominating 44.3% of the total searches while Gauteng and KZN scrabble for the scraps with 24.6% and 31.1%, respectively. It’s like watching the Cape Town taxi rolls over the Gauteng ones—pure dominance! The stark contrast in search behaviour shows the Western Cape’s deep-rooted culture of hosting elaborate kids’ parties centered around soft play activities. If you thought this trend was just a flash in the pan, think again!
This data tells us that soft play isn't merely a niche; it’s evolving into a full-blown phenomenon that’s becoming essential for kid-centric events. With the trend expected to continue its upward trajectory, the market must adapt accordingly. Various factors contribute to this shift, including the increasing number of play centers, venues like Bugz Playpark in Stellenbosch, and the constant push from parents to create memorable birthday experiences for their children.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
40,557
—
Chasing
2023
44,030
—
Chasing
2024
52,700
—
Chasing
2025
62,720
—
Chasing
2026
61,858
—
Chasing
📊
Headline from the data
Soft Play peaked at ~76,890 annual searches in 2028 (+9% vs 2027). 2028 is tracking ~76,890 (projected full year).
What This Means for the SA Market
The surge of interest in soft play has massive implications for the South African entertainment market. Venues such as Gold Reef City and uShaka Marine World are likely to pivot their offerings, adding or expanding soft play zones to attract families. This trend is not just limited to the Western Cape. As searches grow in KZN and Gauteng, these provinces cannot afford to be complacent. The competition is real, and venues that fail to innovate risk losing traction as parents seek out the best experiences for their kids’ parties.
Load shedding and economic challenges have forced many parents to reconsider how they spend their money, yet soft play remains an attractive option due to its indoor nature, which allows for uninterrupted fun regardless of the weather. Retailers should take note — stocking soft play essentials and themed party supplies can capitalize on this growing trend. By December, as families prepare for holiday festivities, expect a spike in soft play searches as parents make last-minute arrangements for parties.
In a world where quick, hassle-free experiences are increasingly valued, soft play stands out as a go-to for parents looking to ensure their children have magical birthdays. The market is evolving, and so must our approach. Ignoring the soft play wave would be a rookie mistake.
🏆
40557
2022
leader
📊
44030
2023
challenger
Yearly share
2022
15.5%
2023
16.8%
2024
20.1%
2025
24%
2026
23.6%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
What SA Consumers Are Looking For
When we delve deeper into what South Africans are searching for regarding soft play, a picture bes to emerge. Families are not just looking for a place to drop their kids off; they're searching for experiences. The skyrocketing interest in soft play aligns perfectly with the ongoing trend of experiential purchasing. With 21,101 searches for ‘first-birthday-ideas’ steadily declining at -36.8%, parents are clearly pivoting towards more engag, interactive experiences for their little ones.
Generational shifts are also at play here. Younger parents, particularly millennials and Gen Z, are more inclined to go for innovative, memorable celebrations. The days of simply throwing a cake and snacks are over. Instead, parties now revolve around activities, and soft play is central to this shift. In cities like Durban, there’s an evident blend of urban and township cultures, and the popularity of soft play extends into all communities. This accessibility is a game changer!
The rise in online searches also suggests that convenience is a key factor. With platforms like Mr D and Uber Eats making it easy to order themed party supplies, parents want their planning to be seamless and stress-free. As we’ve seen with the increase in soft play searches, South African consumers are showing a preference for fun, easy, and memorable—anything less is just not going to cut it. It's game on!
🔮
2028 projection
~76,890
Soft Play is on a tear — and climbing
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
As the soft play phenomenon continues to grow, retailers like Pick n Pay, Checkers, and Woolworths must adapt their inventory to meet this demand. Specifically, they should consider stocking soft play essentials such as colorful foam blocks, inflatable bounce systems, and themed decorations that align with popular titles like Bluey or Peppa Pig. These characters resonate well with kids and parents alike, effectively driving sales when tied to soft play events.
Makro party supplies and Toy Kingdom should ramp up their offerings to include jumping castles and portable play sets that can be easily transported. Think convenience and fun rolled into one! Additionally, retailers should consider special promotional campaigns that target parents organizing birthday parties. A bundle deal on soft play items paired with cake or party snack essentials can entice busy parents who want to save money without sacrificing fun.
In the face of this surge in soft play popularity, retailers that ignore this trend risk being left behind. It’s time to reposition merchandise to cater to the soft play generation. With shopping becoming an experience in itself, stores need to not only stock the right products but also create engag displays that attract parents looking for the ultimate party experience. Like the taxis on a busy Durban street, those who adapt quickly will zoom ahead of the competition!
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
soft playParty CityAce Party SuppliesBalloon Emporium
How do you feel about the rising trend of soft play for parties?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The soft play industry in South Africa is experiencing a remarkable surge in popularity, with estimated yearly searches for 'soft play' showing a significant upward trend. As consumer demand for engaging and safe recreational spaces for children grows, the market is projected to reach approximately 76,890 searches by 2028, reflecting a year-on-year increase of 52%. This trend highlights the increasing importance of soft play areas as family-friendly entertainment options across the nation.
Soft play facilities, characterized by their safe, colorful equipment, are becoming essential in various venues, including shopping malls, family entertainment centers, and dedicated play areas. The rising interest in soft play is not only reshaping the entertainment landscape but is also indicative of broader shifts in consumer behavior, where parents prioritize safe and engaging environments for their children.
Findings & patterns
The growth of the soft play market in South Africa is underscored by several key trends, including the rising demand for indoor play areas that are both visually appealing and safe. According to a guide on indoor playground equipment investment, there is a notable preference for themed playgrounds that incorporate multi-activity zones, such as soft play areas, ball pits, and slides. This aligns with the increasing consumer interest in providing children with diverse play experiences that promote both fun and development.
Research into the kids' play area market indicates that the sector is expanding rapidly, driven by a demand for safe and engaging entertainment options. A comprehensive feasibility study highlights the necessity for businesses to understand local consumer behavior and preferences to thrive in this competitive landscape. The emphasis on safety and engagement resonates with the soft play industry's growth trajectory, as parents seek out environments that foster their children's physical and social development.
Leading soft play manufacturers in South Africa, such as those listed by SafeKidsPlay, are crucial players in this expanding market. They contribute to the industry's growth by providing innovative and high-quality soft play equipment that meets the evolving needs of consumers. The Play Pit, a notable manufacturer, emphasizes the importance of fair pricing and quality in soft play systems, ensuring that families have access to safe and enjoyable play experiences.
Key indicators
📈Soft Play Search InterestEstimated yearly searches for 'soft play' are projected to increase significantly, indicating rising consumer interest. The market is expected to grow from 40557 searches in 2022 to approximately 76890 by 2028.
📈Indoor Play Area DemandThe demand for indoor play areas is on the rise, particularly in shopping malls and family entertainment centers. This trend reflects a broader consumer preference for safe and engaging recreational spaces for children.
📈Themed Playgrounds PopularityThere is an increasing interest in themed playgrounds that incorporate soft play zones. This trend highlights the desire for diverse and engaging play experiences among families.
📈Market Growth PotentialThe kids' play area market is expanding, with a growing emphasis on safety and engagement. This growth is supported by the rising trend of soft play, which aligns with consumer preferences for family-friendly entertainment.
PartyTrends read
The trajectory of the soft play market in South Africa signals a transformative shift in how families engage with recreational spaces. As the demand for safe, imaginative, and interactive play environments rises, businesses within the soft play sector must adapt to meet these evolving consumer expectations.
With projections indicating a significant increase in search interest and market growth, stakeholders in the soft play industry are well-positioned to capitalize on this trend. By focusing on quality, safety, and innovative experiences, they can ensure their offerings resonate with the needs of modern families.
Related articles
10 Best Soft Play Manufacturers in South Africa(safekidsplay.com)Highlights the key players in the soft play equipment market, showcasing their contributions to the industry's growth in South Africa.
Soft Play Toys South Africa The Play Pit(theplaypitsa.com)Details the offerings of a leading soft play manufacturer, emphasizing their experience and the importance of fair pricing.
Research compiled 2026-06-27 07:39:25 UTC UTC
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