CBL & Associates Properties, Inc. and PLAYTIME, LLC announced a multi-year partnership with Fisher-Price, Inc., one of the world’s leading infant and preschool toy manufacturers, and a subsidiary of Mattel, Inc., to design soft play area attractions at select CBL centers nationwide.
“We are thrilled to be the first shopping center owner to partner with Fisher-Price on such a project,” said Stephen Lebovitz, president and CEO of CBL & Associates Properties, Inc. “Children’s play areas have always been an important amenity at CBL shopping centers. This partnership will allow us to provide families and children an unparalleled experience with characters and toys they know and love.”
The play areas will resemble a larger-than-life Toy Box featuring iconic brands like Thomas & Friends, Little People and more. PLAYTIME, LLC, long-time partner of CBL, will bring these highly-recognizable and well-loved characters to life in interactive, engaging attractions exclusive to CBL malls.
“Partnering with Fisher-Price was such a natural fit based on our companies shared focus of capturing imaginations and creating one-of-a-kind experiences,” said Jeff Evans, director of Business Development at PLAYTIME, LLC. “What better way for kids and families to connect with these iconic characters than introducing them in a larger than life Toy Box! CBL has always challenged us to deliver first class play areas to the communities it serves, and I believe we’ve done exactly that with this design. I can’t wait for the grand openings!”
“When these play attractions open, families with young children across the country will experience the thrill of stepping into a toy box filled with their favorite toys,” said Geoff Walker, Executive Vice President, Commercial, North America for Mattel. “Children will be able to play amongst larger-than-life classics that have been loved for generations. It’s going to be like a child’s dream come to life.”
The five-year partnership kicks off this fall with the first three attractions opening at West Towne Mall in Madison, Wi.; Asheville Mall in Asheville, N.C.; and Monroeville Mall in Monroeville, Pa., just in time for the 2015 holiday season. Three additional attractions will open in early 2016, and locations will be announced in the coming months. Over the next three years, the partnership is planned to extend to more than 18 malls across the country.