Simon Property Group has enrolled 25,000 members in its Kidgits Club launching this month in 80 malls across the U.S.
Clubs in each mall feature health, education, safety and entertainment events. First up is a Safe Summer, Fun Summer event with local community groups and malls hosting educational activities centered on summer safety tips from the National Safe Kids Campaign.
Simon is shopping for title sponsors as it develops programming that will appeal to marketers of toys, packaged goods and nutrition-related brands. Retailers in each mall can also participate in Kidgits Club with their own promos or via national events.
The goal is to reach moms as well as kids. “We created this platform as a licensed program in order to build a brand that will connect and interface with a key consumer base,” Stewart Stockdale, chief marketing officer of Simon Property Group and president of Simon Brand Ventures, Indianapolis, said in a statement.
Kids get a membership package and T-shirt when they join. Members get invitations to mall activities, members-only discounts and rewards, a Birthday Club card and gift certificate and a newsletter.
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