Exhibits from car exhibits to movie tie-ins have long been a way to keep customers coming back to shopping centers again and again. The latest is high tech, and for kids.
Simon Property Group and nabi tablet creator Fuhu have allied to create the nabi Doseum (that's Do-seum), an interactive in-mall exhibit that the latter says “leverages technology to engage children and families to connect purposeful play and learning through multi-sensory, educational and entertaining experiences,” according to the announcement.
The exhibits will be centrally located inside Simon Malls to encourage children to interact, explore and discover through immersive hands-on experience with technology. The project should be a win/win for both companies. Fuhu, of course, advertises its tablets, while Simon gets children into the habit of coming to the mall – and their parents in there, period.
"We are very excited to expand upon our passion, expertise and experience of delivering thoughtful and enriching experiences to kids and families," said Jim Mitchell, CEO of Fuhu in the announcement. "We believe access to creative, educational and digital experiences is critically important for all children. Because of their extensive nationwide reach, this alliance with Simon Malls will enable us to deliver this access to a whole new range of families."
Fuhu is working with Dreamworks animation to create the learning modules, which could include entering the world of the dinosaurs or scaling a volcanos. Parents won't be neglected – Fuhu will offer customer services, classes on technology and child development product service and, of course, tablet vending machines.
The exhibit will roll out into 25 Simon properties later this year. The REIT has a history of experimenting with technology: Years ago it tested a program with Leap Frog, and last month launched Simon Venture Group, a venture capital fund created to invest in technology opportunities focused on improving shoppers' experiences.
"The nabi Doseum is a unique fusion of technology and the mall environment, bringing a one-of-a-kind experience to our shoppers in a fun, educational and inspiring way," said Mikael Thygesen, CMO of Simon. "We are thrilled to be working with Fuhu and know they will bring their understanding of developing experiences just for kids to this first-of-its-kind endeavor. We look forward to the launch in 2014."
Is this the way to go?
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