American Eagle Outfitters uses pop-up to debut 77kids

Pittsburgh American Eagle Outfitters on Wednesday debuted its new children’s concept, 77kids by american eagle, in a pop-up holiday store at The Mall at Robinson, Pittsburgh. It is the first brick-and-mortar environment for the brand, which was launched online in October 2008. The company plans to open permanent 77kids stores in 2010.

The brand offers “kid cool” on-trend clothing and accessories for boys and girls ages two to 10. American Eagle Outfitters was founded in 1977, which is the inspiration for the 77kids name.

The store, which will be open for 77 days, is designed to feel deliberately temporary, yet fun and functional, and features plywood floors, chalkboard signage throughout, and an eclectic music mix. Chalkboards, free candy and treats help to keep kids occupied while purchases are made. A 77-day pop-up countdown is prominently displayed at the entrance.

Recyclable shopping bags are customizable, with a fill-in-the-blank message of “Long Live ____________” in which customers or store associates can write in their own words to complete the phrase. Special pricing offers and free gift wrap will be offered at various times.