We report a conjugation system for the enhancement of photochromic dye performance in rigid matrices using widely available, cheap, chemically robust and compatible polymeric starting materials, namely poly(propylene oxide) (PPO) and poly(1,2‐butylene oxide). Conjugation of these soft (low Tg) polymers to an indeno‐fused naphthopyran photochromic dye, in a telechelic geometry, gives access to a wide range of accelerated and tuned fade speeds (decoloration) via variation in molecular weight. The t1/2 and t3/4 fade speeds for PPO conjugates (polymer molecular weights ranging between ca. 425 and 2000) are accelerated by 35–58 and 51–76%, respectively, compared with the nonconjugated control dye. Longer oligomers provide faster decoloration approaching that obtained in solution. The stability of the polyethers allows functionalization using a wide variety of chemistries, including harsh acid catalyzed transformations, providing an overall facile synthesis of photochromic dye‐polymer conjugates in high yield and purity. In addition, these polymers give easy access to conjugates with star‐type architectures, which provide an even further improvement in performance compared with their linear counterparts with less conjugated polymer needed per dye to achieve a given fade speed. © 2012 Commonwealth of Australia. J Polym Sci Part A: Polym Chem, 2012