CBL & Associates Properties and PLAYTIME Announce Partnership with Fisher-Price


Fisher Price themed play area

CBL & Associates Properties, Inc. and PLAYTIME, LLC are pleased to announce a multi-year partnership with Fisher-Price, Inc., one of the world’s leading infant and preschool toy manufacturers, and a subsidiary of Mattel, Inc., 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, President and CEO of CBL & Associates Properties, Inc. “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 iconic brands like Thomas & Friends™, Little People® and more.  PLAYTIME, LLC, long-time partner of CBL, will bring these highly recognizable and well-loved characters to life in interactive, engaging attractions exclusive to CBL malls.


“Partnering with Fisher-Price was such a natural fit based on our companies shared focus of capturing imaginations and creating one-of-a-kind experiences,” stated Jeff Evans, Director of Business Development at PLAYTIME, LLC. “What better way for kids and families to connect with these iconic characters than introducing them in a larger than life Toy Box! CBL has always challenged us to deliver first class play areas to the communities it serves, and I believe we’ve done exactly that with this design.  I can’t wait for the grand openings!”

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“When these play attractions open, families with young children across the country will experience the thrill of stepping into a toy box filled with their favorite toys,” said Geoff Walker, Executive Vice President, Commercial, North America for Mattel. “Children will be able to play amongst larger-than-life classics that have been loved for generations. It’s going to be like a child’s dream come to life.”

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 eighteen malls across the country.

 About Fisher-Price

In 1931, Herman Fisher and Irving Price embarked on a journey to change the toy industry. Their goal: creating playthings that inspire a child’s development. More than 80 years later, Fisher-Price remains deeply rooted in the belief that play is the way children learn best.  To this day, understanding the importance of play in building a child’s skills is the fundamental principle, as the company strives to enrich the lives of families with young children around the globe. United by the passion for a child’s safe care and development at each age and stage, the people of Fisher-Price work tirelessly to bring families the best toys and baby products in the world. Some of the company’s best-known brands include Laugh & Learn®, Little People®, Power Wheels®, and Imaginext®. Fisher-Price is a subsidiary of Mattel, Inc. (NASDAQ:MAT). For more information, visit www.fisher-price.com (U.S.) and www.fisher-price.ca (Canada) or connect with Fisher-Price on Instagram, YouTube, Facebook, Twitter or Pinterest.

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About Thomas & Friends™
Thomas the Tank Engine was created by a father for his son 69 years ago and today is enjoyed by families in more than 185 territories and in 30 languages. The #1 blue engine and his friends invite children to enter a world of imagination through the tracks of a train and the words of a story. Children embark on adventures with their engine friends while experiencing timeless life lessons of discovery, friendship and cooperation. Thomas & Friends makes tracks to great destinations on PBS KIDS®, Sprout® and on Five’s Milkshake! and Nick Jr in the UK and on CCTV in China. Downloadable episodes are available through iTunes. For more information about the world of Thomas the Tank Engine™ and his friends, please visit www.thomasandfriends.com.



PLAYTIME is the global provider of unique, interactive indoor, outdoor and water play areas and playground equipment.  Family-friendly businesses that want to stand out, hire PLAYTIME to create powerful play experiences.  PLAYTIME’s commercial playground equipment and themed soft play areas are designed to engage children, drive traffic and enhance its customer’s brands.  Thousands of families EXPERIENCE PLAYTIME every day at malls, restaurants, airports, stadiums, childcare centers, healthcare centers, fitness centers, churches, resorts, water parks, and museums – any place that kids and toddlers play.

About CBL & Associates Properties, Inc.

CBL is one of the largest and most active owners and developers of malls and shopping centers in the United States. CBL owns, holds interests in or manages 147 properties, including 90 regional malls/open-air centers. The properties are located in 30 states and total 84.0 million square feet including 6.5 million square feet of non-owned shopping centers managed for third parties. Headquartered in Chattanooga, TN, CBL has regional offices in Boston (Waltham), MA, Dallas (Irving), TX, and St. Louis, MO. Additional information can be found at cblproperties.com.