Since 2022, many retail malls have experienced a decline in shopper traffic, with losses ranging from 1% to 21%. This is likely because ecommerce shopping has become the leading preference for consumers, with sales at $4.1 trillion in 2024. To remain competitive, malls need to consider creative strategies to offer immersive, in-person experiences that keep people coming in the door and excited to return.
In response to the decline in customers, malls are taking steps to strategically transform into lively destinations that bring together shopping, entertainment and community experiences. Indoor playgrounds, for example, are an increasing trend to boost foot traffic and keep customers coming back. With summer in full swing, families will search for cool places where kids can play, burn off energy and make lasting memories. Here’s what retail malls should consider when updating spaces to take full advantage of the excitement indoor playgrounds can bring to kids and their families.
Indoor Playground Creative Considerations
Mall playgrounds attract more visitors, especially families with young children, by offering fun and convenient entertainment opportunities. Not only do indoor playgrounds increase foot traffic and boost sales, but they also encourage customers to stay at the mall longer and visit more frequently.
Even on a limited budget, carefully considering how to integrate a playground into your shopping center will positively impact your bottom line, showing you care about your customers and want to provide the best experience for them and their families. These attractions are engaging for the whole family, creating opportunities for physical and social development as well as organized storytelling activities. Malls also can design playgrounds to match the aesthetics of the city they’re located in, creating exciting associations between regional landmarks and environments.
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Alternatively, using branded or exciting characters can be a great way for retail malls to appeal to their audience, as seen with attractions like the fully themed CoComelon play area inside the CoComelon Playdate store at the Mall of America. Characters and storytelling elements create valuable marketing opportunities for malls and retail spaces. When families are excited to take photos with these features, it generates organic publicity, drawing in more visitors who have seen friends and family sharing their experiences.
That’s why it’s essential to design a playground with strategic photo opportunities in mind, making it easy for guests to capture and share their fun with the broader community. No matter how you design your indoor playground, or how large or small it is, making it an engaging destination instead of simply a place to swing and slide can be impactful for your business.
Playgrounds Should be Safe and Encourage Activity
When designing indoor play spaces, there are many layout options, but the primary goal is always the same: to create an immersive, engaging experience that captivates children and gets them active. Research shows that playgrounds with better amenities see a 28% increase in moderate-to-vigorous physical activity among kids. Additionally, higher-quality amenities are linked to greater overall energy expenditure, highlighting the power of thoughtful design to promote an active and exciting experience.
Thoughtful indoor playground designs must prioritize safety, inclusivity and cleanliness. Every child deserves the chance to be part of the fun, and when even one child is left out, the experience is lessened for everyone. Safety and accessibility are essential foundations for creating spaces where all kids can play, belong and look forward to coming back.
Indoor playgrounds and interactive spaces are the solution to enticing customers into malls. By considering all of the creative factors that make an indoor playground fun, safe and engaging, mall operators can supercharge not only their foot traffic and business but also kids’ summer experiences.
Rich Albright is VP and General Manager of Soft Play, a global leader in immersive indoor, outdoor and waterplay environments. With over 20 years of sales and leadership experience, Albright has led high-performing teams and driven business growth across multiple industries. At Soft Play, a PlayPower brand, he oversees the creation of customized, imaginative play experiences — from sculpted structures to gamified environments — that inspire creativity and build brand loyalty.
