Chattanooga-based shopping center developer CBL & Associates Properties Inc. is joining with a pair of other entities, including Fisher-Price, to design soft play area attractions 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, CBL's chief executive, in a statement. "Children's play areas have always been an important amenity at CBL shopping centers."
The play areas will resemble a larger-than-life toy box featuring brands like Thomas & Friends, Little People and more. Playtime LLC, a long-time partner of CBL, will bring these highly recognizabl characters to life in interactive, engaging attractions exclusive to CBL malls, the developer said.
The five-year partnership kicks off this fall with the first three opening at West Towne Mall in Madison, Wis.; Asheville Mall in Asheville, N.C.; and Monroeville Mall in Monroeville, Pa. Three additional sites 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, according to the company.