Kristallturm® PlayLetter Awarded Best new Product
IAAPA Brass Ring Awards 2025
Branding meets experience – last year, KristallTurm® presented a new product: the PlayLetter. Vertical play worlds in the form of giant letters. A concept that won the Best New Product award at the IAAPA Brass Ring Awards 2025.
In spring 2025, the first KristallTurm® PlayLetter was opened in the entrance area of Bavaria Filmstadt in Munich – a huge, turquoise “B.” Since then, the 8-meter-high letter has been an absolute crowd puller. What makes it so special? It combines strong branding with a playful experience. Inside, there is a vertical play world with ramps, beams, chambers, and more – perfect for climbing, hiding, and discovering. It offers companies, organizations, amusement parks, and vacation regions an effective way to present themselves to the outside world. At the same time, it proves to be an extraordinary attraction and a social meeting place for various target groups.
The concept is proving popular: at this year’s IAAPA Brass Ring Awards, the KristallTurm® PlayLetter was named Best New Product in the “Patron Participation Ride/Attraction” category. The award recognizes products that advance the attraction and leisure industry with new ideas, innovation, and sustainable added value for visitors and operators.
KristallTurm® PlayLetter – What´s next?
Since the construction of the first PlayLetter, a lot has happened behind the scenes: while the initial PlayLetter was made entirely of wood, a robust steel frame now forms the structural core. The cladding is still made of wood to maintain the natural look. In addition, a range of light- and air-permeable facade options is now available.
KristallTurm® has developed a modular system that allows all 26 letters of the alphabet to be created using only a few basic elements. The letters are now also available in two standard sizes: 6.20 meters and 8 meters in height. The smaller version offers particular advantages in terms of logistics, as its components fit perfectly into a 20-foot container. When it comes to playful design, imagination knows no bounds. From themed elements and interactive games to large add-ons such as slides and more.
INTERESTED IN BUILDING YOUR OWN PLAYLETTER?
We are happy to work with you to develop a customized concept tailored to your brand, your location, and your target audience.