360 Play opened its fifth venue at the Kingfisher Centre in Redditch at the weekend.
The site is its first in a retail centre location and joins Stevenage, Milton Keynes, Basildon and Leicester.
It features a two storey indoor play frame, toddler zone, dodgems, carousel, 10,000 sq ft 360 Street play zone, messy play area and cafe.
Lee Waters, operations manager at 360 Play Redditch, said: ‘’We have no time limits for visitors so it can be a proper family day out. All the activities are also included in the price so parents aren’t constantly putting their hand in their pockets.’’
Duncan Phillips, managing director of 360 Play, said: “’We are really excited to be here, The Kingfisher Centre have been really supportive. This is the future of the modern day shopping centre.”