Foundation Phase teacher Wilmie Roberts turned her passion for child development into Bloemieland, a creative role-play space where children learn, imagine and grow through play.
Owner of Bloemieland, Wilmie Roberts, has turned her passion for child development and education into a thriving creative space where children are encouraged to learn through play.
“My inspiration for creating Bloemieland came from my passion for child development and my experience as a Foundation Phase teacher. I truly believe I have the best job in the world because teaching is my calling,” says Wilmie.
Although Bloemieland officially opened its doors last year, Wilmie says the idea had been a dream in the making for more than two years. With 11 years of experience as a Foundation Phase teacher, she currently teaches Grade 00 at Grey College Pre-Primary, where she has taught for the past eight years.
Through years of working with children, Wilmie noticed how important role play is in a child’s development. She explains that imaginative play naturally encourages creativity, communication, confidence, social interaction and problem-solving skills. “I realised that role-play opportunities are all around us, yet Bloemfontein needed a dedicated space where children could freely explore, imagine and learn through play,” she says.
This vision led to the creation of Bloemieland, a nurturing environment designed to help children grow, learn and thrive while having fun. Wilmie says role play remains one of the most important aspects of early childhood development because it allows children to step into the roles they dream about becoming.
“At Bloemieland, children do not have to wait until they are older to imagine their future – they can step into that role immediately. The moment they put on a costume or enter a role-play environment, their imagination and creativity come alive, and it is truly incredible to witness,” she explains.
Wilmie says role play develops far more than creativity. It also strengthens confidence, communication skills, independence, emotional understanding and social interaction. She has also noticed that many children struggle with imagination and creative thinking, which can later affect storytelling, self-expression and independent thinking.
“Role play encourages children to think creatively, expand their vocabulary and develop storytelling skills naturally through play,” she says.
Bloemieland features several themed role-play stations, including a supermarket, café, vet, fire station, construction site, beauty salon and ice cream van. While children enjoy all the activities, Roberts says the fire department remains one of the most popular attractions.
“Honestly, the favourites change from day to day – even the outdoor sand area is a huge hit with many children. But if I had to choose one standout role-play activity, the fire department is probably consistently the most popular,” she says.
One of the standout attractions at Bloemieland is the mud kitchen, where children are encouraged to create imaginative meals and play food using sensory ingredients such as flour, beans, rice, maize meal and cereal. Children can mix, stir, pour and experiment while making their own “soups”, “pastas”, “desserts”, and other creative recipes.
The space also includes baking-inspired activities such as cupcake making and cookie decorating, giving children the opportunity to create and decorate their own edible masterpieces. Roberts says sensory and messy play have become an important part of the Bloemieland experience.
“Shopping for food and sensory products has become an important part of Bloemieland. Thank you, Sixty60. We carefully choose safe, child-friendly foods, and, where possible, edible ones, as many of our sensory and messy play activities involve hands-on exploration. Creating a safe environment where children can explore freely is what Bloemieland is all about,” she says.
Wilmie explains that children are given the freedom to explore and play independently while still learning valuable developmental skills. “We ensure that imaginative play is both entertaining and educational. By blending play with purposeful learning opportunities, we create an environment where children remain excited, engaged and continuously learning without it feeling like a traditional classroom,” she says.
Although her business is relatively new, she has witnessed remarkable growth in many children who visit Bloemieland. “I have seen shy children who do not want to talk, leave mommy or put on costumes. Some are too scared to slide down the slide or the fire pole, while others do not like the texture of the sand in the sandpit,” she says.
She explains that role play helps children improve communication by encouraging them to create stories, describe situations, ask questions and engage in conversations. It also introduces them to new vocabulary while teaching social understanding and confidence in expressing ideas.
In addition, role play strengthens problem-solving skills by encouraging children to think creatively, plan scenarios, adapt to challenges and make decisions during pretend play.
Roberts thanked parents for supporting her vision and trusting Bloemieland with their children. “I never imagined I would receive such an amazing, positive response in the weekly feedback I have received so far,” she says.
Looking ahead, Roberts says there are exciting plans for the future, including an online shop and larger events. “For now, we simply love this amazing space and the dream God has given me,” she concludes.
Text by Clement Matroos
