CHATTANOOGA, Tenn.–(BUSINESS WIRE)–CBL & Associates Properties, Inc. and PLAYTIME, LLC are pleased to
announce 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
“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,” stated 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, NC; 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.
In 1931, Herman Fisher and Irving Price embarked on a journey to change
the toy industry. Their goal: creating playthings that inspire a child’s
development. More than 80 years later, Fisher-Price remains deeply
rooted in the belief that play is the way children learn best. To this
day, understanding the importance of play in building a child’s skills
is the fundamental principle, as the company strives to enrich the lives
of families with young children around the globe. United by the passion
for a child’s safe care and development at each age and stage, the
people of Fisher-Price work tirelessly to bring families the best toys
and baby products in the world. Some of the company’s best-known brands
include Laugh & Learn®, Little People®, Power Wheels®, and Imaginext®.
Fisher-Price is a subsidiary of Mattel, Inc. (NASDAQ:MAT). For more
information, visit www.fisher-price.com
(U.S.) and www.fisher-price.ca
(Canada) or connect with Fisher-Price on Instagram, YouTube, Facebook,
Twitter or Pinterest.
About Thomas & Friends™
Thomas the Tank Engine was created by a father for his son 69 years ago
and today is enjoyed by families in more than 185 territories and in 30
languages. The #1 blue engine and his friends invite children to enter a
world of imagination through the tracks of a train and the words of a
story. Children embark on adventures with their engine friends while
experiencing timeless life lessons of discovery, friendship and
cooperation. Thomas & Friends makes tracks to great destinations on PBS
KIDS®, Sprout® and on Five’s Milkshake! and Nick Jr in the UK and on
CCTV in China. Downloadable episodes are available through iTunes. For
more information about the world of Thomas the Tank Engine™ and his
friends, please visit www.thomasandfriends.com.
PLAYTIME is the global provider of unique, interactive indoor, outdoor
and water play areas and playground equipment. Family-friendly
businesses that want to stand out, hire PLAYTIME to create powerful play
experiences. PLAYTIME’s commercial playground equipment and themed soft
play areas are designed to engage children, drive traffic and enhance
its customer’s brands. Thousands of families EXPERIENCE PLAYTIME every
day at malls, restaurants, airports, stadiums, childcare centers,
healthcare centers, fitness centers, churches, resorts, water parks, and
museums – any place that kids and toddlers play.
About CBL & Associates Properties, Inc.
CBL is one of the largest and most active owners and developers of malls
and shopping centers in the United States. CBL owns, holds interests in
or manages 147 properties, including 90 regional malls/open-air centers.
The properties are located in 30 states and total 84.0 million square
feet including 6.5 million square feet of non-owned shopping centers
managed for third parties. Headquartered in Chattanooga, TN, CBL has
regional offices in Boston (Waltham), MA, Dallas (Irving), TX, and St.
Louis, MO. Additional information can be found at cblproperties.com.
CBL & Associates Properties, Inc.
Stacey Keating, 423-490-8361