The World is 4ull of Stuff
It's time for another long-winded, attention-seeking post to remind myself social media exists, and keeping in the spirit of last month's venture into Saturday morning nostalgia, decided to look back on another turning point in Australian pop culture history from exactly 30 years ago. Yeesh, this had better not become habit forming.
While locals across the land counted down the remaining few days before they flocked to witness an adventure 65 million years in the making, another world of adventure opened its doors for the first time on 19th August 1993. A world gargantuan in scope bounding with flashy colours and near-limitless opportunities for youthful imagination. A world guaranteed to leave boys and girls' heads spinning with ranges and prices on a scale almost inconceivable. A world... 4 kids!
This multimillion dollar project had been a long time coming for the Coles Myer group. And who could blame them? Their combined retail output at the time controlled a staggering 40 percent of all local toy sales, and with the nation slowly finding its feet after a crippling recession, saw an opportunity to cash in.
Such aspirations resulted in Coles Myer hitting hard and fast with intense production and marketing campaigns. Stores soon flowed with stock under long leases. Commercials and letterbox advertisements bombarded homes. They shamelessly boasted that unlike other stores, World 4 Kids was number one in a field of one. Oh sure people could visit other smaller chains like Casey's, Toyworld or Uncle Pete's, but this? This was an event. *The* toy store with *the* unbeatable prices and everything a kid could ever want under a single roof. Well, except for the ever elusive Thunderbirds Tracy Island playset and Grape Escape board game.
From that very day the first World 4 Kids opened its doors on the fourth level of Sydney's Chatswood Chase, a plethora of cherished memories would be forged. Be it running around with tiny trolleys or donating old toys for their in-store recycling program (both of which have since become the norm for a number of large retailers), many kids shouted with glee at the prospect of walking home with their first Nerf. First Barbie. First Biker Mice. First Cabbage Patch Kid. First Action Man. First Littlest Pet Shop. First video game.
But while ol' Globey greeted every shopper with a big green smile, the bean-counters gradually saw nothing but red. As the years rolled on, Coles Myer were hit by loss after loss, struggling to keep the franchise open. Perhaps they tried too hard? Or underestimated a frugal buying economy who preferred saving their spending until Christmas?
Or it was simply a case of envious corporate greed catching up after hoping to nip their former business partners and distinguished competition in the bud before they set up shop? Whatever the reason, World 4 Kids swiftly led to a near-decade long battle for the ages between two parties, with many independent stores caught in the crossfire.
But that's a tale saved for another day. In the meantime however, how strange it feels to (quite literally) revisit a few of said memories. Indeed Chatswood Chase was the first store to open, but Coles Myer had initially planned to kick things off in Penrith of all places. Situated on the corner of High and Station Street, this outlet was poised, primed, ready to be their flagship store... until a last second decision by upper management wanted it somewhere closer to Sydney's CBD.
Having made the pilgrimge across the M4 on what turned out a rather mild weathered early Saturday morning, it's quite astounding the building remains intact to this day. Being separate from a shopping centre undoubtedly had its advantages. For exactly two years World 4 Kids called this little corner of the Riff home before moving to Riley Street opposite the back of Penrith Plaza. That particular site was lucky enough to be one of the final shops standing until 2002 when it eventually became a Supre outlet (with some of the original décor left intact) until Westfield demolished the whole block several years later to expand said Plaza. In its place is an outdoor fooderie.
As for this old site, it too has shared quite a coloured history. The instant World 4 Kids left the premises, Spotlight took over and expanded to both ground and lower levels complete with upper enclosed car park. They persevered for many years until a new shopping centre opened on Mulgoa Road saw them move by the late-2000's. Nobody wanted to lease the massive floor space, so they cut the lower level off and made it a separate business. Trade Secret eventually chose the top floor, and the bottom remained vacant until Paul's Warehouse stepped in by late 2013. Losing the overhead carpark by early 2017 came as a blow, and even Paul's expanding to include rejected goods from the US didn't help. Neither store made it to the decade's end.
World 4 Kids may be long gone, its history stripped and buildings either renovated or destroyed, but for many Aussie kids and teens growing up in the 90's, was nothing short of paradise. It brought countless smiles and paved the way for some modern shopping experiences. It created memories to be proud of, even if none of us were aware of the tumultuous cavalcade of chaos behind the scenes.
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