Press release Play Avenue

Play Avenue family photo


Children from across Lincolnshire, East Yorkshire and beyond can let their imagination run wild when a play centre with a difference opens.

Play Avenue, in Messingham, Scunthorpe, will be the first role play centre for young children in the Humber area when it opens its doors on Saturday, September 7.

Amanda Carpenter was inspired to launch the centre when her life was suddenly transformed with the birth of her son and the death of her mother.

She gave up a high-power career as an executive following the death of her mum from Cancer, and shortly after her son was born.

Amanda’s mum who died from Ovaria Cancer in March 2018 aged 66. She is the inspiration for Play Avenue where children can try out ‘grown-up’ jobs.

The 5,000 sq. ft. purpose-built venue features 15 areas designed to inspire, stimulate, and entertain little minds. Children can tread the boards as an actor in a theatre, be a firefighter battling imaginary blazes, or treat animals as a vet.

They can also hand out treats from an ice cream van, construct on a building site, or look after babies in a maternity ward. There are lots more roles to choose from. And parents will have the reassurance their children are playing in a safe and secure environment.

Previously the closest role play centres to Hull, Grimsby and Scunthorpe were in Sheffield and Grantham.

Amanda’s son Charlie was just two years old when her mum Anne Jacklin died. Amanda then realised life is too short not follow her dreams. She started planning to do something special that other people can enjoy. And left her high-powered corporate job three months ago.

Amanda said: “My mum had a wonderful affinity with children — her own, her grandchildren, her niece and nephews, and her friends’ little ones. She would sit patiently teaching them to knit, read, make dens, pretend to be adventurers, hairdressers or shop workers and act out roles on their level.

“My only regret is not having had more time to learn from her, being a mum myself.”

Amanda’s dad, Russ who misses his wife dearly, has been a great support. He has told Amanda her mum would have been delighted with Play Avenue and her goal to provide children with learning and fun.

“My husband Andy has driven me on when I have had doubts, given his guidance and worked long into the evenings and weekends to get us open,” added Amanda.

Role play is an important part of a child’s development in their early years. It helps improve their communication and problem-solving skills, builds their confidence, and fires their imagination. And Amanda thinks parents will enjoy playing with their children too.

Amanda said: “We believe that Play Avenue helps to shape children’s social skills and support their understanding of their different feelings; whether that is through nurturing the new-borns in our maternity unit, feeling the thrill of getting on stage in the theatre, or their success as they build a wall in the construction yard.”

Play Avenue will be open seven days a week, with four timed sessions each day. After each 90-minute session the centre will be restored to its original state so that all children get the full experience. Drop in visitors are welcomed but booking in advance is strongly recommended to avoid disappointment.

A café, serving drinks and snacks, will ensure parents are well catered for while the kids are off exploring. And plenty of free parking makes Play Avenue a must-visit destination for those looking for a fun day out with the little ones. Visit<> for more information and to book.

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About Play Avenue

Within our safe and secure purpose-built play area, little ones can try their hand at a whole host of ‘grown up’ jobs. From vet to builder, hair stylist to police person, they are free to explore while you kick back with a coffee in our café.

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