As Canadian shopping centres continue to evolve beyond transactional retail, Mapleview Shopping Centre in Burlington has introduced a new holiday activation that blends creativity, family engagement, and philanthropy. Branded as Holiday Wonder, the immersive workshop experience runs through December 23 and invites families into a festive toymaking environment where children create and customize a plush reindeer during guided sessions.
The activation is seasonal entertainment and a charitable initiative, with 100 percent of ticket proceeds supporting MacKids. Tickets (which sold out fast) were priced at $20 per child, and each session runs approximately 20 to 25 minutes. The workshop is located on the upper level of the centre near Sporting Life, an area that has seen consistent family-oriented traffic throughout the holiday period.
“We’re delighted to bring this exciting new holiday experience to families at Mapleview Shopping Centre,” said Rita Donnelly, General Manager of Mapleview Centre. “These workshops celebrate creativity, imagination, and the joy of giving back this holiday season.”
Moving Beyond Traditional Holiday Programming
Holiday Wonder represents a deliberate shift in Mapleview’s seasonal strategy. While the centre has hosted workshops in previous years, this marks a departure from food-based activities such as gingerbread house building toward a more experiential and lasting takeaway.
“We’ve done workshops for the past couple of years, but this year we really changed the concept,” said Sydney Roberts, Marketing Manager at Mapleview Shopping Centre, in an interview with Retail Insider. “In the past we did gingerbread houses, but we wanted to move away from the food aspect and do something interactive that kids could take home and enjoy well beyond the holiday season.”
The result is a toy workshop environment designed to transform the retail unit into a fully immersive space. Children step into the role of junior toymakers, stuffing and customizing their own reindeer plush while surrounded by festive décor, interactive surprises, and curated photo moments.
“The space was really transformed into that toy workshop element,” Roberts said. “Kids are genuinely wowed when they walk in, and parents love seeing that reaction. A lot of planning goes into these experiences, so it’s incredibly rewarding to see such positive feedback from the community.”
Strong Community Response and Sold-Out Sessions
The response to Holiday Wonder exceeded internal expectations. According to Roberts, the workshop sold out completely on the day bookings opened, after being promoted for approximately three weeks. In total, about 2,000 children participated across the full run of sessions, each accommodating roughly 15 participants.
“Because the workshop sold out entirely, we’re donating $45,000 to MacKids from this activation alone,” Roberts said. “That’s just from the workshop, which is incredible.”
Inside the workshop space, Mapleview has also incorporated educational and fundraising touchpoints to reinforce the partnership. Informational signage explains where the donations are going, and guests are given the option to contribute additional funds on site.
Mapleview’s relationship with MacKids is longstanding. Beyond Holiday Wonder, the centre’s annual gift-wrapping service has returned for the season, operating from November 28 through December 24 on the lower level near Guest Services, with all proceeds also benefiting the foundation. To date, Mapleview reports having raised more than $500,000 for MacKids through its various initiatives.
Experiences That Drive Dwell Time and Foot Traffic
From a retail strategy perspective, Holiday Wonder illustrates how experiential programming can extend dwell time while encouraging broader centre engagement during peak shopping periods. The structured, ticketed format provides families with a defined reason to visit, while the duration of each session naturally keeps them on site longer.
“These 30-minute time slots mean families are here longer than they might normally be,” Roberts explained. “We see them going to the food court, grabbing a bite, or splitting up, where one parent takes the child into the workshop while the other shops for holiday gifts.”
Roberts added that the activation has also attracted families from Mapleview’s secondary trade areas, effectively broadening the centre’s seasonal draw. “It’s great to see families making Mapleview part of their holiday plans, especially when it might be harder to travel elsewhere during this busy time of year,” she said.
This aligns with Mapleview’s broader positioning as a premium fashion destination in the western GTA and Golden Horseshoe, serving Burlington, Hamilton, Oakville, Milton, and Niagara. Leasing materials often cite strong sales productivity and average dwell times of approximately 90 minutes, metrics that experiential programming helps to reinforce.
Inclusivity and Broad Seasonal Appeal
While Holiday Wonder is firmly rooted in the winter holiday period, Mapleview was intentional in designing the experience to be inclusive and broadly appealing.
“One of the great things about the workshop is that it isn’t focused on just one holiday,” Roberts said. “It’s really about celebrating the season in a hands-on way, which makes it welcoming for families from different backgrounds. It’s designed to be inclusive for kids of all ages and traditions.”
This approach reflects a growing trend among Canadian shopping centres to move away from narrowly themed programming in favour of experiences that emphasize community, creativity, and shared moments.
Part of a Larger Tenant and Experience Strategy
Holiday Wonder is unfolding against the backdrop of continued leasing activity and tenant evolution at Mapleview. The centre, which opened in 1990 and spans more than 630,000 square feet of gross leasable area, remains one of the most fashion-focused regional malls in the country.
Recent openings include Uniqlo earlier in the year and the debut of Arc’teryx, which opened with a soft launch in mid-December and is planning a grand opening shortly thereafter.
“The community response has been really strong,” Roberts said of the new openings. “From what we’ve seen already, people are excited to have these brands here, and the stores themselves look fantastic.”
Mapleview’s tenant roster includes a mix of global and premium brands such as Apple, Aritzia, Browns Shoes, Coach, H&M, Lululemon, Sephora, Victoria’s Secret, and Zara. The centre has also adapted its former anchor spaces over time, with the reconfiguration of the old Sears box into Sporting Life and other large-format tenants. Hudson’s Bay closed its Canadian locations in June 2025, and while Mapleview has not yet announced future plans for that space, management has emphasized a thoughtful, long-term approach.
Looking Ahead to Future Activations
With Holiday Wonder selling out in its inaugural year, Mapleview is already planning how to build on the concept. Roberts confirmed that a similar workshop-style activation is likely to return next holiday season, with expanded capacity and refreshed elements for repeat visitors.
“We definitely want to develop something similar for next year, but with changes so families who came this year have a new experience,” she said. “We’re also looking at expanding the number of time slots so we can accommodate more families.”
Beyond the holiday season, Mapleview is preparing additional experiential programming, including a health and wellness-focused workshop planned for February, continuing the centre’s emphasis on meaningful, community-oriented events.
Great article but Michael Kors closed a long time ago at Mapleview!