We.Play, The Unstructured Play Revolution in Malaysia

by Billy Boey . on 02/08/2025 177

Also available in : English

In a world obsessed with STEM, AI, and certificates, we’ve forgotten what children really need: time, space, and freedom to develop foundational skills that last a lifetime.

Thus, a quiet revolution is happening on the 12th floor of SEGi College Subang Jaya. It’s called We.Play — Malaysia’s first purpose-built, unstructured playground that gives a whole new perspective of early childhood education on its head.

It is not your typical childhood education centre. It is not a preschool. It is not an indoor children gym. And it certainly isn’t a commercial playland packed with colourful slides and mascots. We.Play is something rarer, more purposeful, and deeply rooted in an educational philosophy that champions child-led growth. We.Play is Malaysia’s bold foray into the world of unstructured play, and it’s rewriting the narrative on how children learn, grow, and thrive.

How Did We.Play Come About?

The inspiration for We.Play began with a trip to China, where Jery and his team encountered Anji Play—a movement founded by Cheng Xueqin in Anji County, Zhejiang Province. Anji Play is renowned for its emphasis on five core principles: love, risk, joy, engagement, and reflection. It entrusts children with autonomy and removes adult-imposed outcomes, giving them the freedom to explore and learn at their own pace.

Returning to Malaysia, Jery and WhyteHouse Education Group brought this powerful concept to life, first in Penang, and later in collaboration with SEGi College in Subang Jaya. Their goal was not to replicate Anji Play but to adapt its spirit and values into a Malaysian context—to plant the seed of change within the local early childhood education scene.

We.Play believes that true learning happens when children are free to play without adult direction, judgment, or limits. There are no “right” ways to play here. Only freedom, exploration, and joy.

“Children are born curious. They’re born imaginative. They don’t need our help to learn — they just need our trust,” says Jery Yeoh, co-founder of We.Play.

The Space: Built for Wonder and Discovery

We.Play at SEGi College spans more than 3,000 square feet, and every corner is designed with intention. Forget plastic toys and bright cartoon murals. Here, children interact with loose parts: wooden blocks, cloth, ropes, recycled materials, and repurposed objects. They build, balance, invent, and sometimes, fall.

This is what Jery calls “risky play”—a vital part of child development. It’s not about danger, but about calculated challenges. Climbing a wobbly stack of crates or navigating a new group dynamic builds confidence, adaptability, and courage. And behind it all, trained facilitators from SEGi College observe silently, stepping in only when necessary to ensure safety while preserving the integrity of child-led experiences

“We don’t give children a PowerPoint presentation before they start. We just say, ‘This is your space. You have 2.5 hours. Go.’ And magic happens,” says Jery.

He believes that the moment we stop over-instructing, and start trusting children, is the moment they show us who they truly are.

How Children Benefit at We.Play

The benefits of We.Play’s unstructured play model are deep, diverse, and lasting. Here’s what makes it so impactful:

1. It Fosters Creativity and Imagination

Without preset toys or instructions, children have to invent their own games and create their own worlds. One plank of wood can become a spaceship, a bridge, or a balance beam — depending on what the child imagines.

2. It Builds Social and Communication Skills

Unstructured play encourages interaction. Children naturally form groups, create rules, mediate disagreements, and learn to express themselves. These moments teach empathy, negotiation, and emotional regulation.

3. It Encourages Risk-Taking and Problem-Solving

At We.Play, children are allowed to take calculated risks — climbing, stacking, balancing. This builds confidence and resilience. They learn to assess danger, adapt when things go wrong, and push their own limits in a safe, supervised setting.

4. It Supports Holistic Development

Unlike structured academic programmes that focus on literacy and numeracy, We.Play supports physical coordination, emotional maturity, executive function, and leadership, all through “play”.

5. It Sparks Joy in Learning

Children love it. They look forward to it. And that emotional association with learning creates a positive foundation for life-long curiosity and motivation.

A Training Ground for Future Educators

Not just children, but educators learn too! One of the most unique aspects of We.Play is its role as a real-life training ground for SEGi College’s Early Childhood Education students. Here, theory meets practice. Instead of reading about child development in textbooks, students at SEGi witness it in action. They observe how children react to challenges, how they communicate, how they resolve conflicts—and most importantly, how they learn without formal teaching.

This symbiotic relationship benefits both the students and the children. SEGi students gain hands-on experience in the nuances of unstructured play, and the children get to interact with caring adults who respect their autonomy and growth process.

Inclusive, Accessible, and Heart-Centred

Unlike commercial edutainment centres, We.Play isn’t built to maximise profits — it’s built to maximise impact. Sessions are by appointment only, typically lasting around 2 hours — allowing children to truly immerse themselves in uninterrupted play. While private bookings are available for families and schools, underprivileged children and public preschools are welcomed at minimal or no cost.

“We never turn away a school because they can’t afford it. Play is a right, not a privilege,” Jery says with conviction.

We.Play also partners with community groups, educators, and NGOs to ensure that every child, regardless of background, has access to the magic of unstructured play.

The Bigger Picture: What’s Next?

With a flagship centre in Penang and now SEGi College Subang Jaya, the team behind We.Play is already thinking ahead. Plans are underway to build a 20,000 square foot playground in Penang. Pop-up sessions and collaborative community events are also in the pipeline.

“We want this to become a national movement. Maybe one day, every child in Malaysia will grow up knowing what real play feels like,” Jery says with a smile.

Championing a Movement

In a world obsessed with results, performance, and credentials, We.Play stands as a bold reminder: before children can become achievers, they must first become explorers. And play is how they get there.

If you’re a parent, a teacher, a school leader, or simply someone who cares about children, do yourself a favour by visiting We.Play. Watch the children. Feel the energy. And you’ll see why this isn’t just a play space. It’s a movement for the future of childhood.

Here’s How to Experience We.Play

We.Play is open to the public by appointment. Sessions can be booked directly via their Instagram page or Facebook. Whether you’re a parent, teacher, or someone curious about the future of education — it’s worth seeing with your own eyes.