Betty Brinn Children’s Museum Announces Plans for Growth, New Location to be Determined in 2026

MILWAUKEE – (February 26, 2026) – The Betty Brinn Children’s Museum (BBCM), a 501(c)(3) nonprofit organization that has welcomed more than 4.9 million children and families to exhibits, programs and experiences since its founding in 1995, is announcing its plans for growth at a new, future location, which it anticipates will be doubling in size with space for outdoor exhibits and rotating exhibit spaces. While details are still being worked out in the current Master Plan development phase, the new museum will accommodate a greater number of children and families and will include new early learning and play-based experiences. BBCM is working with MC Group, Colliers, and other experts to finalize the site that supports the physical and accessibility requirements within the City of Milwaukee and will have this finalized in 2026. This is all part of BBCM’s large-scale, multi-year Master Planning process that kicked off in 2025.

BBCM has been in existence for more than 30 years and currently operates on a significantly smaller scale than similar metropolitan areas. BBCM averages about 170,000 visitors per year at its current downtown Milwaukee lakefront location (929 E. Wisconsin Avenue) at Museum Center Park. The BBCM has outgrown its current space, which has about 10,500 square feet of exhibition space. A new and bigger space will allow the museum to better accommodate and grow its attendance.

“Betty Brinn Children’s Museum is being completely reimagined through a multi-dimensional, holistic Master Planning Process,” said Tina Quealy, CEO of the Betty Brinn Children’s Museum. “The new museum is being entirely reimagined to feature the United States’ newest, best-in-class children’s museum experience. It will be a bold expression of our mission, a vibrant regional destination serving as a vital part of early childhood education. Designed with intention, warmth and accessibility, it will be a space where all children and families can grow and thrive through play-based learning. By enriching the city’s cultural landscape, it will attract visitors from across the region, boosting tourism, supporting local businesses, and contributing to the overall vibrancy and economic development of the city.”

Today, between 32-35% of visitors experience the museum through significantly reduced or free admissions and programming. The new museum will continue to offer accessible admissions given Milwaukee’s high child poverty rate. Milwaukee has exceptionally high child poverty — 32% of children under the age of 12 in the city live below the federal poverty level — creating a barrier for many families to experience organizations like a children’s museum.

“Remaining true to our mission of equitable access for children and families of all cultures, abilities, and socioeconomic backgrounds is foundational to the Master Plan,” added Quealy.

Since BBCM’s current building lease with the Milwaukee Art Museum expires in 2032, its New Museum Task Force is developing a comprehensive Master Plan. Areas of focus include: the future development and vision of the current and new museum, site analysis, programmatic needs, community impact, facility and exhibit design, educational strategy and overall operational strategies for many years to come.

Members of the New Museum Task Force include BBCM board and executive leadership and experts in all aspects of human-centered design of museum and cultural institutions including Skyhouse Studio, Future Found and Wisconsin Policy Forum.

Multiple Master Plan work streams are underway including analysis of educational strategy development, community engagement, peer analysis, market research, business and operating plan development and future visioning. For example, between January and June of last year, BBCM gathered input from more than 700 stakeholders — members, non-member visitors, educators, funders, civic leaders, and staff — through surveys, interviews, focus groups, and interactive polling. Key findings include:

• BBCM has outgrown its space.
• Families and educators consistently described BBMC as a unique, irreplaceable space for play-based learning — particularly for hands-on, imaginative, and gross motor play.
• BBCM is a unique treasure – there is no comparable institution in the region.
• There is a strong appetite for a larger, refreshed facility with better amenities, more outdoor space, rotating exhibits, and deeper community partnerships — while preserving the intimate, welcoming, hands-on character that makes it special.

“The Master Plan will ensure that the new museum serves as a vibrant hub for our community for decades to come,” said Tina Quealy.

About Betty Brinn Children’s Museum

The Betty Brinn Children’s Museum is a 501(c)(3) nonprofit organization that opened its doors in 1995 thanks to a grassroots effort begun by Therese Binder, Susie Gruenberg and Julie Sattler-Rosene, who were determined to create a place where families in southeastern Wisconsin could learn and play together. Since then, the Museum has welcomed more than 4.9 million children and families to exhibits, programs and experiences. Through the power of play, the Betty Brinn Children’s Museum (BBCM) fosters joy, confidence and curiosity in children and families, inspiring a journey of lifelong learning. BBCM is dedicated to ensuring that all children have access to its immersive, educational exhibits and programs designed to promote the social, emotional and intellectual growth of children from birth through age 10. For more information, visit https://bbcmkids.org.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.