Breeze Creative, a leading interactive product company creating innovative installations that combine technology, play, and education, has won the Brass Ring Award for Best New Product Concept at IAAPA Expo 2025 for Build Alive.
This recognition reflects the outstanding design of Build Alive, which premiered at the Expo, and highlights the company's forward-thinking innovation and enduring impact on the global attractions industry.
See also: New rides, tech & more: highlights from IAAPA Expo 2025
The IAAPA Brass Ring Award for Best New Product represents innovation, originality, and impact in the worldwide attractions sector. It honours outstanding new products and services introduced in the past year that enhance visitor experience and improve operational efficiency.
The Best New Product Concept Category highlights projects that are not yet available on the market. These concepts are presented through working prototypes, scale models, or highly detailed renderings.
"Our team is honored to take home this award," says a spokesperson from the company.
"It is a meaningful recognition of our team's hard work and commitment. Our clients are the driving force behind our innovation. They’re constantly searching for the next 'big thing,' and this year at IAAPA, we came ready to deliver."
Innovation and nostalgia
Breeze Creative’s offerings are known for combining physical gameplay with digital interaction. Favourite childhood activities, such as colouring with Draw Alive or playing with sand in the Animated Sandbox, have become key parts of the company's portfolio, helping to build its reputation in the edutainment sector.
Rather than being conceived in a team meeting or brainstorming session, Build Alive was inspired by a team member's experience playing with his children using toy bricks, which sparked the timeless joy of building.
This led the team to explore ways to bring the creativity of block play into the digital world, without losing its nostalgic charm.
Build Alive is the result of this enquiry, and is the first interactive experience of its kind. Designed for all ages, the game requires players to solve physical puzzles using wooden shape blocks on a tabletop, guided by an overhead projection.
Once the puzzle is completed, a spectacular animation transforms it into a character that steps into a magical digital world. With Build Alive, visitors don’t just play; they create, solve, and bring imagination to life.
Focusing on turnkey, ready-to-install solutions, Breeze Creative offers a versatile range of products that transform attractions into lively, participatory spaces.
Each installation is designed to be accessible and easy to operate, blending digital interactivity with tactile elements to encourage shared experiences that enhance creativity, teamwork, and learning through play.
