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Museums: Eureka! appoints director for London project


Plans for a new children’s museum in London are one step closer with the appointment of a director to lead the project. Simone Crofton, formerly Chief Executive of London’s Borough Market, has taken up the new role, which will see Eureka! The National Children Museum extend its reach to the capital.
More than five million children and families have benefited from the Eureka! experience at its home base in Halifax, West Yorkshire over the past 18 years. As the foremost and only fully interactive children’s museum in the UK, Eureka! provides an immersive learning environment where children age from birth to 11 years are encouraged to learn about themselves and the world around them through imagination and play. Themed galleries and exhibits provide platforms for exploration and discovery as children wend their way through a range of experiences, encompassing both the familiar and the fantastic.
David Jackson, Chairman of Eureka! says “Establishing Eureka! London is part of our vision to make these extraordinary opportunities for play and learning available to children throughout the UK.” 
Although in its early stages, Eureka! London is envisioned as a large scale, readily accessible children’s museum based in the capital’s centre. Simone’s challenges will include developing a robust and comprehensive business plan and designing a campaign to secure the funds required to open the museum.
Simone will also lead the project development in terms of concept and content planning, working with existing members of the Eureka! professional team to create a children’s museum geared to the needs and interests of future generations of children and families. 
Leigh-Anne Stradeski, Chief Executive of Eureka! says: “A priority for Simone will be to increase awareness of the positive contribution Eureka! can make in improving the lives of children from all backgrounds. Our experience and continued success in Halifax will help establish and build momentum for the concept of a major children’s museum in the capital.”
New Eureka! London Director, Simone Crofton says: “I am delighted to be tasked with bringing Eureka! to the capital. There is a fantastic opportunity in London to develop a world class visitor attraction, focused solely on children which will inspire, engage and delight its audience as plans progress.”
Most recently Simone was Chief Executive of ‘the best market in Britain’ (Observer Food Monthly) Borough Market, where she led the development of the charitable organisation to ensure its ongoing success and financial stability. Under Simone’s leadership Borough has achieved international recognition and has seen annual visitor numbers increase from one million in 2005 to just under five million today.

About Eureka!

Eureka! is designed especially for children age 0-11, with over 400 hands on exhibits inspiring them to learn about themselves and the world around them through imagination, play and discovery. For visitor information call 01422 330012, visit, read the Eureka! blog, All in a day’s play or become a fan on Facebook. 

See also:
Museums: Eureka! unveils blueprint for the next generation of visitors

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