Experiential kids retail reshapes Australian shopping centres
Experiential retail is having a moment in shopping centres across Australia, and that renewed focus is trickling down to the youngest of shoppers: kids.
Where previously retail precincts might have had a kids’ restroom and a few coin-operated rides, they’re now putting youngsters at the top of the priority list by integrating everything from state-of-the-art play spaces and family bathrooms to youth-focused events, activities and activations.
The shift reflects a growing need for shopping centres to compete in an increasingly challenging retail environment by offering experiences that can’t be replicated online, while also reflecting the evolving role of shopping centres as community hubs.
Stockland is among the developers championing the approach, with family-friendly facilities and programming across many of its retail destinations.
“Families are at the heart of Stockland’s retail strategy and play a central role in how we plan, develop and evolve our town centres,” says Fiona Papworth, head of property management – town centres.
“Our town centre portfolio features soft-play, arcades and dedicated entertainment, leisure and play precincts, alongside amenities such as parents’ rooms, quiet rooms and inclusive play spaces, creating environments that support families at every stage of life.”
Landlords swap basic amenities for high-tech edutainment ecosystems
Stockland also runs school holiday activities, seasonal activations and cultural events that encourage additional visitation across its retail locations. Papworth notes particularly strong engagement in “edutainment” school holiday offerings that combine entertainment and learning.
“These resonate with parents who are looking for meaningful ways to spend time with their children during the holidays,” she says.
Mollie-Summer Shorrock from Child Friendly Solutions – a play solutions consultant and supplier – attributes the trend to changing customer expectations in an increasingly competitive retail environment.
“Parents now expect shopping centres to provide more than just a place to shop. They’re looking for destinations where the whole family can comfortably spend time,” she says.
Papworth adds that families are increasingly prioritising convenience and looking for a place that brings shopping, services, dining and leisure together.
“Families are looking for more than a place to do the weekly shop. They increasingly value centres that help make everyday life easier and more connected,” she says.
“Playgrounds, school holiday programs and family events help turn a routine shopping trip into a family outing, positioning the centre as a genuine part of everyday family life.”
Shorrock points to several must-haves for today’s retail hubs, including modern, clean parents’ rooms, accessible family toilets, safe, engaging children’s play spaces with nearby comfortable seating, pram-friendly access throughout the centre, baby-feeding facilities and convenient family parking.
She also says accessibility is becoming a bigger priority for retail developers, reflecting growing awareness of inclusion and diversity.
“Accessibility has also become a much greater focus, with centres recognising the importance of creating spaces that can be enjoyed by children of all ages and abilities,” Shorrock says.
In addition to inclusive play spaces, Stockland has expanded its accessibility offering by incorporating quiet rooms, sensory maps, adult changing facilities and mobility support, along with sensory-friendly events.
“[These] ensure our town centres are accessible, welcoming and practical for families at every life stage,” Papworth says.
Next-generation digital theme parks step up as primary foot-traffic anchors
Alongside family-friendly amenities, kid-focused tenants are also becoming major drivers of foot traffic.
Digital theme park operator Dreamskape is one example, operating predominantly in retail hubs across the country, including Westfield branches in Sydney and Melbourne.
Dreamskape’s Angela Gayda says retail settings are a logical pick for the company.
“Shopping centres already bring families together for convenience, so we see them as the perfect place to add something experiential,” she says.
“Being inside a shopping centre means we’re easy to access, but more importantly, we become part of a broader family outing rather than a standalone destination.”
The group’s site selection strategy prioritises retail hubs that are fully embracing experiential retail.
“We look for strong family catchments, accessibility and centres that are actively investing in experience-led retail,” Gayda says.
“Alignment in vision with the landlord is just as important as foot traffic.”
Dwell times and family metrics inject value into physical retail footprints
The commercial benefits can extend well beyond the attraction itself, supporting the broader retail ecosystem.
“Families represent the largest share of visitation and spend across our town centres, backed by an estimated $23 billion in annual market spend across our main trade areas,” Papworth says.
“When a centre becomes part of a family’s daily and weekly routine, it can lead to more consistent visitation, longer dwell times and spending across multiple categories.”
Shorrock adds that family-friendly amenities can differentiate competing centres, foster customer loyalty and give physical retail a competitive edge over online shopping.
“Parents often choose centres that make shopping easier, more enjoyable and less stressful, particularly when deciding between multiple retail destinations offering similar stores,” she says.
“Physical retail increasingly competes not only with other shopping centres but also with online shopping. Family-friendly amenities help transform shopping into an experience that simply cannot be replicated online.”
As retail hubs continue to evolve, Gayda believes experiences will be a fundamental ingredient for a retail precinct’s success, especially those that cater to customers of all ages.
“Physical retail wins through experience, not transactions,” she says. “Family-focused attractions give people a reason to show up in person and create memories together.”
Shorrock sees the trend as long-term, with children’s needs increasingly shaping retail development.
“Family-friendly amenities are no longer viewed as an optional extra – they’re an investment in customer experience,” she says.
“The most successful retail destinations understand that when you create spaces where children are engaged and parents feel supported, everyone benefits.”
