Faces of High Street - Wilma, Kinderplay


Fun, colourful and happy. That’s how Wilma describes the iconic Armadale institution that is Kinderplay. After purchasing the business in 1992, as a surprise gift from her late husband, Neville, Wilma has led Kinderplay. Describing the shop as a playground for children, providing tools of inspiration, creativity and entertainment for children over the last two decades, Wilma prides herself on adding a personal touch to service, and laughs at memorising some of the local kid’s birthdays. “You just can’t help it, you get to know them so well”, she says. When asked what she loves most about High Street, Wilma gleefully expresses her adoration for looking out for other stores. “We’re mostly small business owners, a

Frequented by locals, as well as overseas clients, Wilma has had the pleasure of meeting a variety of customers from all around the world. She prides herself on the beauty in the smaller products that will inspire and entertain children.

Wilma enjoys spending most Saturday mornings assisting customer’s with their last minute gift shopping. “Our staff get to know our customers, and always know when there’s a birthday party going on in the area. We always make sure there’s no doubling up of gifts… which is just another personal touch we like to add”.

Offering a free gift-wrapping service, creativity is at the forefront of Kinderplay. Each month you’ll find a capturing window bringing joy to kids, big and small! From ‘Big Ted’s Toyshop’ to Christmas’ ‘Nutcracker’, the happiness of Kinderplay is spread to all those who get a chance to walk by. Speaking of June’s window, Wilma expresses, “It’s lovely. You’re driving past at night and see a spread of animals in the jungle and you just smile”. The imaginative window displays are credited to the endless imagination of long-time staff member, Nicola.

Say hello to Wilma on your next High Street visit, you’ll find most likely see her walking to work most days, accompanied by her dog, Ashy.