Ealing Broadway shopping centre has appointed a ten-year-old girl as its first “chief fun officer (CFO)”, a promotional role designed to showcase its family-oriented shops and activities ahead of the Christmas trading period.
Iris, from Ealing, was chosen after submitting an entry that included designs for a miniature “mouse mansion” toy shop and suggestions for child-friendly initiatives at the centre. The shopping centre said it received a strong range of applications.
Ealing Broadway says the aim of the CFO is to ensure the shopping centre appeals to families looking for more than just retail.
As part of the appointment, Iris was invited to spend a day sampling retailers and leisure venues at Ealing Broadway Shopping Centre. Her schedule included pancakes at Fuwa Fuwa, choosing an outfit at Primark and visits to Smiggle and the plant workshop Greenka. Later she stopped at Leonidas, browsed Waterstones and had lunch at Comptoir Libanais before ending the day with bowling, karaoke and arcade games at Gutterball.
Reflecting on the experience, Iris said: “I had the best day at Ealing Broadway Shopping Centre – it was like having my very own Yes Day.” Her mother, Lucy, said she was pleased to see her daughter’s creativity recognised.
Andrew Rollings, the centre director, said Iris stood out for her “imagination and enthusiasm”, and that the appointment formed part of efforts to improve the visitor experience.
