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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

PBS KIDS Announces Edutainment Destinations

The Public Broadcasting Service (PBS) and the Mills Corporation, one of America's leading mall developers famous for their shoppertainment malls, have announced plans to create PBS KIDS destinations inside Mills malls by the end of 2004. The Destinations will be a form of brand museum and will feature fun, educational (edutainment) activities for parents and children to enjoy together. PBSKIDS.com is the website for all of PBS's preschooler children's shows including Clifford the Big Red Dog, Arthur, Barney & Friends, Sesame Street, and Teletubbies.

The PBS KIDS destinations will be included in both the existing 13 Mills malls and all their new ones. The destinations will be designed as edutainment environments with climbing structures, live events, computer kiosks and community boards with information on PBS KIDS programming and family-oriented community events. New locations will host larger PBS KIDS Pavilions that will include anchor retailers, courtyards, exhibition space, restaurants and learn-to-play areas destined to be high-profile regional attractions.

This cause-marketing alliance between PBS and The Mills Corporation could well establish a completely new paradigm on how not-for-profits and shopping centers can work together in bringing entertainment and education to preschoolers and their families, while also making the centers a more attractive destination for this increasingly high profile market niche.

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