General Growth Properties will bring Nickelodeon’s Noggin brand into a handful of malls this spring with Club Noggin attractions. GGP plans to rollout Club Noggin nationally this summer, leveraging Nick’s commercial-free cable network for preschoolers.
In April, GGP and Nick will begin a two-month test of Club Noggin centers in five malls. If successful, Club Noggin begins a rollout in June to GGP’s 170 malls. The five initial malls are in Lancaster, PA; Sugar Land, TX; Lynnwood, WA; Omaha, NE; and Portland, OR.
The centers offer preschoolers and parents free, 60-minute or 15-minute sessions of educational games led by an activity leader, with songs, video clips, games and hands-on stations. Kids interact in small groups; parents stay at the center during sessions. Clubs will feature a different Noggin character each month to prompt return visits.
Noggin and Chicago-based GGP will promote Club Noggin on their Web sites and through online newsletters, in-mall P-O-P and local print and direct-mail ads.
“Club Noggin gives us a unique opportunity to achieve our educational mission by providing a new outlet for connecting with kids and their caregivers on a regular basis,” said Denielle Bertarelli, director of brand marketing and public affairs for New York City-based Noggin, in a statement. Noggin reaches 38 million households via cable, direct and satellite TV.
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