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Each PLAYTIME play area is custom designed and handcrafted to make it a one-of-a-kind destination. Hosts and sponsors welcome the opportunity to display their brand in a unique environment that families visit again and again. Click on the category in the top bar to view by market, theme or type.

  • West Towne Mall, Madison, WI

    CBL & Associates Properties, Inc. and PLAYTIME, LLC agreed to 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.

    “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,” said Stephen Lebovitz, President and CEO of CBL & Associates Properties, Inc.

    The West Towne Mall play area resembles a larger-than-life toy box featuring iconic brands like Thomas & Friends™, FisherPrice® Little People® and more.

    • Type: Indoor Play Area
    • Market: Retail/Lifestyle
    • Theme: Brand/Licensed Characters
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