CBL putting out welcome mat for kids with interactive play areas

CBL is giving shoppers with kids a fun reason to visit its centers.

CBL & Associates Properties and Playtime have entered into a multi-year partnership with Fisher-Price, Inc., a leading infant and preschool toy manufacturers, and a subsidiary of Mattel, Inc., to design soft play areas 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, Chattanooga, Tenn. “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 such iconic brands as Thomas & Friends and Little People. Playtime, a long-time partner of CBL, will bring the characters to life in interactive, engaging attractions exclusive to CBL malls.

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.