Myer’s MyKids Emporium Left Me Totally Gobsmacked

I was fortunate enough to be invited to the launch of Myer’s MyKids Emporium Concept Store launch in Melbourne recently and let me tell you, I was blown away. 

I mean, toy departments are toy departments right? 



Myer’s new Concept Store has brought all of the leading toy and children’s wear brands into one amazing location and will quite clearly become of on the most exciting destinations for kids in Australia!

Myer has partnered with  brands including LEGO, Hasbro, Mattel and a bunch of leading babies & kids brands to create this incredible Concept Store, it’s seriously world-class and spans over over 7,000 square metres.  That’s seriously big!  It’s a really hands-on and immersive shopping experience, somewhere that adults will have just as much fun as the kids.  I was suitably impressed and really felt like a kid in an incredibly spectacular toy store!


Every Transformers lover will be blown away by the MASSIVE range of Transformer toys on offer.  My boys are both big Transformer fans and I was really impressed by the huge choice, much more than you’ll find at many other toy departments/stores.


So I tried to replicate Ironman here but I admit, I didn’t quite a) take it quite as  seriously as I should and b) didn’t quite get the stance right!  This was originally one of the Ironmen statues from the release of the movie that you would have seen at the cinemas and Myer cleverly managed to acquire this big boy.  It’s quite an impressive sight and enthralls you even moreso to be quite an amazing immersive toy experience.


Hands up if you love Little Tikes! I love, love love Little Tikes! They’re fabulous quality toys and really set your child’s imaginations free.  Well this IS Little Tikes heaven! They’ve got a racing track driving track for the kids to jump in their favourite Little Tikes vehicle and put their feet to work! Besides their famously popular Cozy Coupe and Cozy Truck, they also stock outdoor playhouses, waterpark toys, sporting toys, bikes, baby toys and much, much more! It’s an incredible selection (most Little Tikes I’ve seen in one location) and is such an amazing experience for the kids. Kids even get their own Little Tikes Driver’s Licence! So cute!  This was by far one of the standout concept departments in the MyKids Emporium.


If your kids love the Ninja Turtles, they’re going to love the range on offer here! Everything has been thought of to really draw you into the totally submersive shopping experience.  No boring shelves here, check out the TMNT vehicle that doubles as a shelving unit to stock the big range of Teenage Mutant Ninja Turtles toys for sale.  Ahhh where to start!


Oh, did I mention LEGO? Holy moly this is a LEGO lover’s paradise!  Lego has taken all of its best ideas and concepts from all over the world to create on of the most exciting retail spaces. It’s seriously HUGE and the range and quality of Lego sets on offer is truly amazing.  Get this: it’s now going to be the highest selling LEGO outlet in the Southern Hemisphere! Like seriously!  Check out the larger-than-life Lego statues of Emmet and Wyldstyle from the Lego Movie and of course the magical Chima!  The kids are going to love it (and probably be smaller than the statues I’m guessing – they’re pretty big and VERY impressive!)

Barbie-MyKidsAnd what’s not to like about Barbie! There’s the most incredible Barbie seletion of toys on offer.  Every little girl’s paradise! Did you see the size of that shoe?!  Did I mention Barbie? A huge range of Barbie dolls, toys and accessories including this feature Pink glitter stiletto. Your Little Miss could probably sit quite comfortably INSIDE it, it’s that big (but we’re not suggesting you do just that!)


This place truly is a toy lover’s paradise! I had a ball (and I had no kids with me for the day!) There’s always sure to be hands-on displays, activities and toy demonstrations making this a really incredible toy experience.  If that’s not enough, there’s also a huge range of toys from brands like:

  • Marvel Heroes
  • Star Wars
  • Thomas the Tank Engine
  • Disney Princess
  • Peppa Pig
  • Sesame Street
  • Crayola
  • Slyvanian Famillies
  • Stacks of Board Games
  • Costumes Galore
  • Baby Bjorn
  • Korimco Plush Toys
  • and much, much more!

I’d be wrong if I said that the MyKids Emporium was all about toys. It’s not, it’s also about really great Kids Fashion!  They’ve put together a HUGE Childrenswear Department grouped by age and gender which makes shopping really easy!  They’ve also setup concept areas for brands including:

  • Bonds Baby
  • Bardot Girls
  • Mossimo
  • Baker by Ted Baker (these were truly adorable!)
  • Sprout
  • Milkshake
  • Jack & Milly
  • Bauhaus
  • Brooklyn Industries

Overall, if you’re in Melbourne and you’re wanting to take the kids somewhere amazingly cool, you need to check it out!  I promise you’ll be really glad you did.

The kids will thank you too.

And that will make for happy kids.

And happy parents.


 Belinda xx



Avatar of Belinda Jennings

Belinda's a passionate advocate for community and connection. As the founder of the Mum Central Network she’s committed to celebrating the journey that is Australian parenthood. Mum to two cheeky boys, and wife to her superstar husband, they live a busy but crazy lifestyle in Adelaide. Great conversation, close friends and good chocolate are her chosen weapons for daily survival. Oh, and bubbles. Champagne is key.

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