The basics:

• Mamas Play offers a mom-focused indoor café and play space for kids
• Founded by Georganne Youngclaus after her postpartum journey
• Features include support resources, sensory sessions and events
• Franchise model in the works to expand Mamas Play to new towns

Georganne Youngclaus is giving new meaning to the phrase “love where you work.” A former marketing executive, Youngclaus founded Mamas Play, an indoor play café on Route 10 in Roxbury that aims to prioritize mothers just as much as their little ones.

Along with a colorful “play paradise” inside of a gated area, the 4,100-square-foot space offers plush, comfy seating so grownups can relax and enjoy a barista-level coffee, healthy snacks or a sweet treat from the on-site café while the kids play. With its modern open concept, parents, grandparents and caregivers can have at-a-glance observation of the kids from anywhere.

Mamas Play also offers something deeper — community connection and support. From curated postpartum mental health resources to an in-house marketplace of goods from local female makers to parents-only events featuring yoga sessions and mindfulness workshops, Youngclaus is all about making sure women feel “seen, supported and celebrated.”

“Mamas Play isn’t just another playground,” she said, “It’s an empowering sanctuary for mothers – a stylish, judgement-free zone built with love, humor and deep understanding … it’s a really distinct, cool and relaxing – but sometimes chaotic – space where moms are allowed to be real.”

“I’ve created my dream job – I can be with my son and do what I love,” she said. “There’s playfulness, there’s silliness and that’s at my core … My entire life, I always had success in my career, but something felt off until I stepped into this role. I know I was meant to be a leader and an owner, and it feels so right. I can just be myself and be silly and real, and I just love it.”

Transforming pain into purpose

After losing her father to suicide while 20 weeks pregnant and then struggling with postpartum depression and anxiety following the birth of her son during the pandemic, Youngclaus wanted to transform her pain into purpose.

In hopes of helping other mothers affected by PPD who may feel alone and unsupported, Youngclaus decided to create a “chic sanctuary that prioritizes moms, mental health and children.”

As part of the business plan she spent a year-and-a-half crafting ahead of Mamas Play’s February launch, Youngclaus developed a comprehensive list of trusted, local certified postpartum affiliates. Anyone who walks into Mamas Play can receive this resource free of charge, connecting them to therapists, mental health specialists, lactation consultants, postpartum doulas, energy healers, parent-support groups, holistic wellness practitioners and more.

According to March of Dimes, postpartum depression affects about 1-in-7 in women (around 14%) in the U.S. annually, which translates to roughly 500,000 women. Characterized by intense feelings of sadness, anxiety and exhaustion, PPD can interfere with a parent’s ability to care for themselves and their baby. The disorder typically begins within the first few weeks after childbirth, but it can start anytime within the first year postpartum. Though, for some individuals, symptoms may begin during pregnancy (perinatal depression), while for others it may emerge gradually in the weeks or months after birth.

Within New Jersey, it’s estimated that between 11,000 and 16,000 women experience PPD within the first year after childbirth, the state department of health says. That’s about 10.6%, which is below the national average of 12.7%.

Since 2006, New Jersey has mandated PPD screening in hospitals/birthing facilities and has a screening rate of around 95%. Last year, the state enacted a law providing $4.5 million to educate providers and fund screenings. The measure also introduced a requirement for personalized postpartum care plans — complete with schedules, support resources and mental health guidance.

Youngclaus said, “When you become a mother, it rocks your world. There’s before birth and after birth, and your entire life obviously completely changes. The moment you become a mother for the first time and going through that is very difficult. A lot of people don’t talk about it, but it’s so hard.”

“Here [at Mamas Play], there’s just a vibe like, ‘OK, we can be real, we can be honest and we can talk to each other,’” Youngclaus said. “As soon as a woman gives birth, there’s like a million things that are needed, but it’s like, where do you begin? Do you go online? Do you go to your doctor? Where does a new mom go for support and help? … I just wanted a place that actually acknowledged and cared about the moms who were raising the little ones.”

Making a play

A Monmouth County native and Rutgers University graduate, Youngclaus settled down in Morris County after marrying her husband, Stephen. When the couple welcomed their son, Leo, Youngclaus said, “He became our entire world and everything is just about, how can we be the best parents for him? How can we show up best for Leo?”

As her son grew a bit older and Youngclaus began taking him to indoor playground centers, she felt those facilities were “lacking.”

“Most play places are just for all ages, but the little ones are always toppled over … so, I really wanted a place specifically for little ones where they could play. My space is beautiful, yes, but it’s also super clean. Everybody wears socks and nobody’s allowed to wear shoes in the play area, so all the babies can crawl on the floor. And my play structure is not overwhelming for little kids. A lot of play structures at other place — they’re just too high and too scary and you can’t see your kids,” she said.

I wanted to bring living room vibes to Mamas Play so we can all just get together with our friends, hang out, and our kids can play safely and we can see them.
– Georganne Youngclaus, founder and CEO, Mamas Play

“As a parent, if my kid goes in there and I can’t see him, it gives me anxiety and I would have go in there with him. As a parent, you just want to make sure your kid is safe and having fun. And so here you can actually see your children … so it’s not overwhelming to them.

“And, there’s a gated area so you can actually sit down because as a mom, you never really get to do that. Especially when they first start walking, you’re just running after them the whole time. So, I brought in super comfortable couches, chases lounge and beanbag chairs,” she said. “I wanted to bring living room vibes to Mamas Play so we can all just get together with our friends, hang out, and our kids can play safely and we can see them.”

Youngclaus added, “Everything is always kid centered at these indoor playgrounds – as it should be. But nobody was caring for or acknowledging the mom – the woman who birthed the child and who do everything for their babies … I wanted a space to honor moms and give them some love.”

By tapping into her entrepreneurial side, Youngclaus hopes Mamas Play not only addresses “all those pain points” at other facilities, but offers something fresh and unique for mothers.

“I have a background in PR and marketing. That’s what I’ve done my entire career. But I was sick of making money for men who don’t need it, don’t deserve it and don’t treat me well. So, I decided to go into business doing something for myself. [T]his was something that was lacking and [I] started to look into it, and then turned my idea into a business plan and just kind of ran from there … I was like, ‘Alright, if I’m going to do this, it has to be the best. It has to be really safe, really beautiful, really cool and fun,’” she said.

A $4.2 billion global industry as of 2024, specialized indoor playgrounds are a fast-growing area thanks to rising demand from families for multi-functional, experiential spaces that integrate safety, education, social interaction and social media appeal. Just a few examples of facilities that are becoming more and more popular include ball pits, rainbow slides, soft play areas, educational play places, obstacle courses and adventure zones.

It’s a vibe

After learning the basics of the sector and researching play structures, layout and design, Youngclaus knew she wanted to offer some type of parent-friendly amenities where they can relax and socialize while their children play.

“I’m not reinventing the wheel as far as this business model that I had … but I just wanted to make it different. And I needed to have multiple revenue streams here, so I included a really amazing coffee bar for parents. Every parent wants caffeine, right?” she laughed.

In addition to open play, the venue hosts a drop-off summer camp and events like birthday parties, baby showers and private celebrations. It also has story & music time in partnership with the Roxbury Public Library, yoga sessions, art classes and meditation for kids, as well as special happenings for mothers, like a monthly moms’ night out with lattes, curated tapas, local vendors, tarot card readings and supervised playtime for kids.

“We throw events the way toddlers throw tantrums – frequently and with flair,” Youngclaus said. “From baby raves and tattoos with toddlers to galactic girls’ night where you learn how to parent your child based on their zodiac sign, every event at Mamas Play is a vibe. Whether you’re showing up solo for a little mom time or wrangling your whole crew to drain some energy, we’ve got you.”

We throw events the way toddlers throw tantrums – frequently and with flair.
– Georganne Youngclaus, founder and CEO, Mamas Play

The children’s area is designed for newborns through 6 years old and includes slides; a rainbow bridge; mini trampolines; pretend ice cream shop; and a 600-square-foot, custom-made climbing structure imported from London. According to Youngclaus, the bespoke piece was built intentionally for little ones to develop gross motor skills safely and without feeling overwhelmed.

Visitors can drop in for a daily play pass or sign up for a membership that includes unlimited open play, special discounts, guest passes and swag.

Youngclaus also wants to do whatever she can to support differently abled individuals. That means offering bi-weekly sensory-friendly play sessions for children with autism. Additionally, Mamas Play partners with the local school district’s workforce training program for autistic students ages 18–21.

“They come here, work and learn skills,” she said, adding, “I am all about the underdog and the underrepresented and giving everybody a second chance. And I feel like we are all the same and there’s no judgment. And I feel like everybody deserves love and attention.”

With efforts underway to develop a franchise program for Mamas Play, Youngclaus is excited to bring her vision beyond Morris County.

“I’ve had a couple of investors reach out to me because they want to have a Mamas Play in their town and the Rutgers Law clinic is trademarking Mamas Play as we speak,” she said. “I truly love this business model, and it can be replicated anywhere. And I’m working in systems now that can be just cut and paste so that someone who wants to have a Mamas Play in her town can just buy into it and recreate it so that there’s multiple primary and secondary revenue streams that keep the doors open.”

“I want there to be a Mamas Play everywhere – it touches on the community, it provides jobs, it provides help, it provides resources. It’s doing a bunch of different things, but it’s specifically for mamas,” she said.

’10 out of 10′

Since its grand opening this past winter, Mamas Play has generated positive feedback for having a friendly atmosphere, attentive staff and PPD information.

“As a mother and therapist, I appreciate the Help Wall, which is filled with valuable postpartum resources. This is essential, especially in a society that can stigmatize postpartum issues. This space empowers women to seek help without judgment,” one visitor shared.

Another guest described it as “the perfect spot for kids to burn off energy and for parents to unwind” and a “10 out of 10 recommend!”

“What is great is that it is big yet not too big and you can really sit back and enjoy your coffee and see your child. Really happy this opened up local to me,” shared a mom.

“The entire place is gorgeous, super clean and very adult and kid friendly. Georganne, the owner, has literally thought of everything when it comes to accommodations. Every single part of the indoor play area was well thought out and the flow of the entire place just makes sense!” said a parent who recently had her child’s first birthday party there.

As for challenges of starting and running her own venture, Youngclaus said, “It’s been endless and one thing after the other – as it always will be.”

“You apply for permits, things get pushed out. You have an opening date and then it’s not going to happen because this didn’t get installed in time and that’s not set up in time. So, when it came to starting up the business and then having a life with a child, nothing went according to plan. I opened at the worst times,” Youngclaus explained. “I probably failed at 18 different things when I first opened, despite all of my strategic hard work. And by doing so, I learned.”

“There’s a million challenges and there always will be. So, I really have just been trying to lean into that, knowing that the challenges will always be there,” said Youngclaus who went on to praise her dozen employees as an “amazing group of women who pitch in, work and care about Mamas Play.”

“There’s no way I could do any of this by myself. There’s a whole crew of women who work here and make it what it is,” she said.