PBS and The Mills Corporation Forge Groundbreaking Cause-Marketing Alliance for PBS KIDS
Educational, Interactive Environments to Be Featured in Mills Mall Locations Nationwide
ALEXANDRIA, VA - June 27, 2002 - The Public Broadcasting Service (PBS) and The Mills Corporation (NYSE: MLS), one of America's leading shopping center developers, today announced plans for a sweeping cause-marketing alliance that will create PBS KIDS® destinations inside The Mills properties across the country by the end of 2004. These learn-and-play areas, which will be co-branded with local public television stations, will feature fun, educational activities for parents and children to enjoy together.
"The Mills Corporation is a wonderful partner for PBS KIDS, sharing our vision of delivering high-quality, educational experiences to our broad family audience," said Judy L. Harris, executive vice president of PBS Businesses and Development. "This is an important vehicle to extend our brand at a grassroots level while growing our relationships with our local stations and sponsors. Kids will learn and play with characters they watch each day at a place where families already spend time."
"We love to partner with pedigree and purpose and PBS is the most-trusted name in children's television and a unique force in American and community life" said Mark Rivers, executive vice president and chief strategic officer of the Mills Corporation. "With this PBS partnership, The Mills offers another unique and distinctive venue for families, providing a special destination for enrichment, education and entertainment."
A central element of this landmark agreement is the PBS KIDS-branded physical environments in Mills properties, with themed learn-and-play areas, Internet kiosks and displays. In these locations, local PBS affiliates will play an important role in activating the spaces with community events.
PBS KIDS destinations will be included in both existing and new malls. New locations will host larger PBS KIDS Pavilions that will include anchor retailers, courtyards, exhibition space, restaurants and learn-and-play areas in a very grand scale, and be a high-profile regional attraction.
These destinations are not stores, but educational environments that will boast jungle gyms, live events, book nooks, computer kiosks and community boards with information on PBS KIDS programming and family-oriented community events. The areas will also offer engaging outreach events and activities for parents and children, such as reading workshops. Funds will be raised through annual royalty fees for the use of the PBS KIDS logo and creative design elements. Proceeds received by PBS from this initiative will be shared on a 50/50 basis with participating local stations. PBS' portion will be dedicated to funding more quality educational programming for children.
PBS, headquartered in Alexandria, Virginia, is a private, nonprofit media enterprise owned and operated by the nation's 349 public television stations. Serving over 100 million people each week, PBS enriches the lives of all Americans through quality programs and education services on noncommercial television, the Internet and other media. Clifford the Big Red Dog; Arthur; Dragon Tales; Sagwa, the Chinese Siamese Cat; Caillou; Barney & Friends; Sesame Street; Zoboomafoo; and Teletubbies - all PBS KIDS series - are among the top programs for preschoolers. More information about PBS is available at PBS.org, the leading dot-org Web site on the Internet.
The Mills Corporation is a developer of top consumer destinations in major U.S. markets. Its shopping center properties are noted for their large-size, unique design, sales productivity, and collection of one-of-a-kind retail, entertainment, recreation and dining experiences. In 2001, Mills' 13 properties attracted over 220 million visitors. Mills has a noteworthy history of partnering with leading brands to create special marketing platforms for their consumers - Mills has teamed with ESPN, Crayola, Gibson Guitar and Discover Card, among many, to build retail, brand-building and entertainment attractions.
The Mills Corporation is a self-managed real estate investment trust (REIT) based in Arlington, Va., that owns, develops, leases, manages and markets a portfolio of 13 market dominant retail and entertainment destinations (12 Mills and one Block) totaling approximately 18 million square feet in 11 states. Currently, the company has four projects under construction and/or development in the United States and two internationally: Toronto, Canada and Madrid, Spain. The company's Internet address is www.millscorp.com.
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Jan McNamara, PBS
David D'Onofrio, The Mills
Andrea Lang, Graubard Group