Built on play Backed by science

Gymboree Play & Music, which combines technology with classic learning techniques to engage young minds, turns 50 this year. Rachel McClure, Head of Technology at Gymboree, offers readers an insight into the pioneering company

When Gymboree Play & Music first opened its doors in California in 1976, childhood looked very different. There were no smartphones, tablets or social media, and children’s lives were shaped largely by imaginative play, exploration and face-to-face interaction. Yet, while the world has changed dramatically over the past five decades, one thing has remained remarkably consistent: how babies and young children learn and develop. Fifty years after opening its first location, Gymboree Play & Music offers an opportunity to reflect not only on the evolution of a brand that has helped shape the early childhood enrichment sector for five decades, but also on the science that has underpinned its approach from the very beginning.

Long before terms such as “school readiness”, “sensory development” and “learning through play” became widely used, Gymboree Play & Music was built on a simple belief: children learn, grow and thrive through play.

Through Play & Learn, Music and Art classes, Gymboree Play & Music helps children nurture confidence, curiosity and creativity while discovering the joy of learning through play.

Today, Gymboree Play & Music’s programmes for children aged 0-5 years continue to be guided by what it calls its “Play-osophy” - a curriculum built around three key elements of early childhood development: social-emotional, cognitive and physical development.

Over the past 50 years, this approach has helped Gymboree Play & Music grow to more than 300 locations across 24 countries and regions, including a strong presence throughout the UK. Designed by experts in education and play, the programmes combine age-appropriate developmental activities with a distinctive emphasis on parent participation and understanding of each child’s development.

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The power of play

Research consistently shows that the first five years of life are among the most important stages of a child’s development.

During this period, children learn through movement, exploration, communication and sensory experiences. Unlike older children and adults, they do not learn primarily through instruction. They learn by doing.

This understanding sits at the heart of Gymboree Play & Music’s programmes.

With school readiness in mind, Gymboree Play & Music’s Play & Learn, Music and Art classes encourage infants, toddlers and preschoolers to learn through the discovery of play.

Every activity is designed to help children discover new possibilities, build confidence and develop the skills that will support a lifetime of learning.

The importance of play is now widely recognised across the early years sector. Through play, children develop problem-solving abilities, communication skills, social awareness and resilience. They learn how to interact with others, explore ideas and make sense of the world around them.

For Gymboree Play & Music, play has always been far more than entertainment. It is how children explore, build confidence, develop new skills and unlock their potential.

Designed around child development

One of the defining features of Gymboree Play & Music has always been its emphasis on movement.

The brightly coloured play environments and physical challenges found in Gymboree Play & Music centres are designed to encourage children to climb, balance, crawl, explore, problem solve and build confidence through movement.

Many of the principles behind this approach can be traced back to Jay Beckwith, an internationally respected playground designer who created Gymboree Play & Music’s proprietary playscapes around the developmental needs of young children.

Notably, the same purpose-designed equipment remains at the heart of the Gymboree Play & Music experience today, a testament to the enduring relevance of those original developmental principles. Designed to encourage children to try, learn, play, fail and try again, the modular playscapes are regularly reconfigured to create new challenges and opportunities for exploration.

Modern research continues to reinforce the importance of physical activity in early childhood. Movement helps develop coordination, balance, spatial awareness and gross motor skills, while also supporting confidence, resilience and independence.

Each new challenge overcome helps build the foundations for future learning.

Each new challenge overcome helps build the foundations for future learning

Music, creativity and community

Music has also been a core part of the Gymboree Play & Music experience since the brand’s earliest days.

Research suggests that musical experiences can support language development, listening skills, memory, concentration, spatial-temporal thinking and emotional expression. Young children naturally respond to rhythm, repetition and movement, making music a valuable tool for learning and engagement.

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Classes create a warm & welcoming space where children & caregivers can build friendships, share experiences & become part of a supportive community

Creativity plays a similarly important role. Through art, imaginative play and open-ended exploration, children are encouraged to express themselves, develop confidence and discover new ways of thinking.

Parents and caregivers are at the heart of the Gymboree Play & Music experience. Through adult-child interactive play, families learn, discover and grow together, helping children build confidence while creating meaningful shared experiences.

Beyond child development, Gymboree Play & Music has always placed a strong emphasis on community. Classes create a warm and welcoming space where children and caregivers can build friendships, share experiences and become part of a supportive community.

Built to last

For businesses operating within the children’s activity sector, Gymboree Play & Music’s 50-year milestone offers an interesting lesson. Many concepts are built around trends. Gymboree Play & Music was built around child development principles.

Because its programmes are rooted in how children naturally learn and grow, the brand has been able to evolve alongside changing generations while remaining true to its original purpose.

Today, Gymboree Play & Music’s network of franchises continues to bring these developmentally focused programmes to families across the UK and around the world. Across the UK, their centres play an important role in creating local communities where families can connect, learn and grow together.

For franchisees, the lasting appeal of the model lies in its combination of purpose and practicality. While technology, consumer habits and family lifestyles have changed significantly over the past five decades, parents’ desire to support their children’s development has remained constant.

By building the business around established child development principles rather than short-term trends, Gymboree Play & Music has created a model that continues to resonate with families while providing franchisees with a strong foundation for long-term growth.

Looking ahead

To mark its 50th anniversary this year, Gymboree Play & Music centres across the UK are hosting special celebrations throughout the summer, welcoming both members and non-members to experience the brand’s unique approach to learning through play. Families will be able to enjoy themed activities, meet Gymbo, the brand’s much-loved mascot, and experience the Power of Play that has inspired generations of parents and children.

As Gymboree Play & Music celebrates this milestone year, it is also creating opportunities for more people to become part of the brand’s future. To support continued growth across the UK, a special anniversary franchise offer is currently available, with 50% off the Gymboree Play & Music franchise fee for new franchises until the end of July 2026 (T&Cs apply).

As the celebrations take place, the message behind the milestone is clear. Fifty years on, the science continues to support the belief that inspired Gymboree Play & Music in 1976: play is not simply something children do. It is one of the most powerful ways children discover their potential, build confidence and develop a lifelong love of learning.