Malls Add Entertainment From Nerf and Mattel to Draw Customers

Published On Aug 31, 2024, 12:00 AM

As shopping malls struggle to fill vacant spaces left by closed department stores, landlords are reinventing their offerings by integrating themed attractions referred to as 'retailtainment.' Companies like Hasbro and Mattel are partnering with mall owners to create interactive experiences, such as the upcoming Nerf Action Xperience in New Jersey, which will feature various activities based on popular toy brands. This trend represents a shift in retail strategy, moving beyond traditional stores to keep visitors engaged and entertained.

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Positive

The growing trend towards 'retailtainment' and experience-based attractions in malls highlights changing consumer preferences and may provide an opportunity for companies involved in this space. Hasbro, with its community-focused attractions like the Nerf Action Xperience, could see increased revenues and brand exposure.

Malls Add Entertainment From Nerf and Mattel to Draw Customers

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