A new niche of interior design firms, led by people with education backgrounds, are building bespoke playrooms for parents who want their children to be active and learning. The rise in play is attributed to Pinterest searches for "screen-free activities" increasing by 200% year-over-year. The co-founder of D.C.-based Groh Playrooms, Anne Gillyard, has a master's degree in early childhood development and launched her company in 2018. The custom playrooms can cost anywhere from $100,000 to a million dollars for an "amusement park"- level build. However, Peter Gray, a research professor of psychology and neuroscience who studies play, is skeptical of the "designer home playroom" category.