American Eagle to open seven kids stores

Pittsburgh American Eagle Outfitters said it will open 77kids by american eagle stores this year, beginning in July. In addition, the brand is launching little77, a new line of clothing and accessories for babies zero to 18 months.

The first 77kids store will open in Pittsburgh at The Mall at Robinson on July 15. Other confirmed locations include Danbury Fair, Danbury, Conn.; Mall of America, Bloomington, Minn.; Cherry Hill Mall, Cherry Hill, N.J.; Carousel Center, Syracuse, N.Y., and Crabtree Valley Mall, Raleigh, N.C. The location of the seventh store is not yet confirmed.

As part of the store design, games will be projected onto the floor to entertain kids while parents shop. Additionally, each store will have two 77kids interactive touch screens. Using these screens, customers can see their reflection in a special mirror and interact with a make-believe world of animated characters, select key 77kids outfits, which will appear virtually on the user like a digital paper doll, and play DJ and eventually select music to be played in the store. They will also be able to pose for photos, which can be customized with personal messages and graffiti, then printed at the checkout area to take home or post in the store.

Each store will also feature a “Pick Yer Prize” Goodie Bar from which kids can select from an array of fun prizes and candy.

“Designing the 77kids store experience has been a labor of love for our entire team,” said Betsy Schumacher, chief merchandising officer, 77kids by american eagle. “We are striving to create an environment that showcases our ‘kid cool’ assortment, while also offering an interactive, entertaining shopping experience unlike anything else.”