Fisher-Price Inc. has entered into a five-year partnership with CBL & Associates Properties Inc. and Playtime LLC to design soft play area attractions at select CBL malls nationwide. Each play area will resemble a larger-than-life toy box featuring brands such as Thomas & Friends, Little People, and more.
The first three attractions will open at the West Towne Mall in Madison, Wis.; the Asheville Mall in Asheville, N.C.; and the Monroeville Mall in Monroeville, Pa., shortly before the holiday season. Three additional attractions will open early next year, and the partnership will extend to more than 18 malls across the U.S. over the next three years.
