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01/06/2022

First Look: Kids Foot Locker debuts play-focused store concept

Marianne Wilson
Editor-in-Chief
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Kids Foot Locker's launched its new "House of Play" store concept in Miami. (Photo credit: Kids Foot Locker )

Kids Foot Locker has unveiled a new concept focused on serving local communities with a full-family experience rooted in play.

The athletic apparel and footwear retailer launched its new concept, dubbed “House of Play,” with a location in Miami. A second store is due to open on Jan. 21, in Dallas, with more to come throughout the year.

The 8,000-plus-sq.-ft. Miami store offers a kids-first experience and includes interactive playscapes, activity areas and the newest footwear, apparel and accessories for kids of all ages. Featured brands include Nike, Jordan, New Balance, Crocs, Timberland and others.

The new Kids Foot Locker format features shopping areas targeted to specific age groups in terms that are easily understandable to kids, such as toddler and baby, little kids and kids. Each area has an activity area tailored to each group. The middle of the store contains a playscape, described as a communal activity area where kids of all ages can play. The area is highly modular to allow in-store events and community-focused programming that include workshops, keynote speakers, and more. 

The kids, little kids, and toddler and baby areas contain age-appropriate activity spaces, ranging from padded climbing structures for toddlers to study tables and stools for grade-schoolers. 

"We want all Foot Locker customers to have a shopping experience tailored to them, from the littlest sneakerheads to their parents,” said Jill Feldman, VP, general manager, Kids Foot Locker. “Our 'House of Play' Community Store in Miami is just the beginning of how we at Kids Foot Locker are looking to revolutionize the experience for kids of all ages when shopping for their favorite apparel, sneakers, and accessories.”

[Read More: Foot Locker Q3 tops Street; ‘ready’ for holidays despite supply chain issues]