News

PBS, mall developer team up to educate

June 27, 2002

ALEXANDRIA, Va. -- Pairing the Public Broadcasting Service (PBS) and shopping center developer The Mills Corp. (NYSE:MLS) sounds like a recipe for an Odd Couple-esque episode. But the two organizations are indeed joining forces on a project that aims to educate within Mills Corp. properties through the use and themed play areas and Internet kiosks.

Under an arrangement announced on June 27, PBS and Mills will align to create PBS KIDS destinations inside Mills-operated shopping malls by the end of 2004. Mills currently operates 13 retail and entertainment destinations and has plans to open four more in the U.S., Canada, and Spain.

PBS KIDS areas will be built at both planned and existing Mills properties. At current Mills locations, PBS will create themed learn-and-play areas, including Internet kiosks and display areas. At new developments, PBS Kids Pavilions will be constructed. The pavilions will house retailers, courtyards, exhibition space, restaurants, and kiosks.

"This is an important vehicle to extend our brand at a grassroots level while growing our relationships with our local stations and sponsors," Judy Harris, executive vice president of PBS business and development, said in a news release.

PBS officials said local PBS stations will be encouraged to assist in the development and maintenance of the centers. Revenue derived through the use of PBS KIDS logos and creative design elements at each location will be split evenly with local stations, according to the network.