Great British Summer Savings: Affordable Fun This Summer

This summer, families across the UK are set to benefit from the Government’s new Great British Summer Savings initiative, which will temporarily reduce VAT from 20% to 5% on a range of family-friendly activities, including soft play centres, adventure attractions, cinemas and children’s meals from 25 June to 1 September 2026.

This scheme aims to make the school holidays more affordable for families. With children out of school and the cost of days out quickly adding up through entry fees, food, travel and treats, many families feel the pressure over the summer. By reducing costs, the scheme helps make family fun and days out more accessible. Read more about the scheme here.

Snakes & Ladders are delighted to be taking part and are passing the savings on to our customers. However, for the indoor play industry, this is about more than summer savings. It is a welcome sign that policymakers are beginning to recognise the important role that play has in supporting children, families and communities.

A Campaign Close to Home

The announcement has been warmly welcomed by both UK Hospitality and the Association of Indoor Play (AIP), which has long campaigned for lower VAT on children’s play.

At Snakes & Ladders, this is a cause close to our hearts. Director of Snakes & Ladders and Chair of the AIP, Andrew Kirkwood, has spent more than 30 years championing accessible, high-quality play experiences for families, arguing that play should be treated as an essential part of childhood development rather than a discretionary luxury.

The AIP’s long-term goal remains clear: 0% VAT on children’s play. Reducing VAT helps make play more affordable for families while recognising its importance in supporting children’s development, wellbeing and physical activity. Read more about the AIP’s campaigning efforts here.

Why Play Matters

Play is far more than entertainment; it is fundamental to a child’s development. Play helps children build confidence, creativity, resilience and social skills, while encouraging active lifestyles and positive mental wellbeing.

Indoor play centres provide a safe, welcoming space where children can learn, explore, and stay active, while parents and carers enjoy valuable family time together.

As strong believers in the importance of play, Snakes and Ladders prioritises affordable indoor fun for all. For parents and carers looking for an active, weather-proof day out, Snakes & Ladders offers a fun, safe indoor adventure for children aged 0–12. The perfect place to burn off some energy, whether it’s a rainy day or a heatwave.

With exciting playframes, dedicated toddler areas, sensory zones, family-friendly food and drink, and a loyalty scheme that rewards repeat visits, we’re committed to making family fun as accessible as possible.

To plan your next visit, explore your nearest Snakes & Ladders centre and book your soft play adventure today.

A Positive First Step

While the Great British Summer Savings scheme is temporary, it could be the start of something bigger.

It demonstrates that the Government understands the pressures facing families and recognises the important role that attractions, hospitality venues and indoor play centres have in supporting communities. Most importantly, it opens the door to a wider conversation about the future of VAT on children’s activities.

At Snakes and Ladders, we welcome this positive step and will continue supporting the AIP’s campaign for permanent 0% VAT on children’s play. Because when play becomes more affordable, more children can benefit from the experiences that help them learn, grow and thrive.

This summer’s VAT reduction may be a short-term saving, but it represents an exciting step forward for families and the future of play in the UK.

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