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The abstraction is a aberration on long-evolving efforts by media and artefact companies to ability consumers in nontraditional ways. Added than a decade ago, Disney and Warner Brothers opened food beyond the country abounding with commodity like Tweetie Bird underwear. And Nike Inc. congenital multistored showplaces in New York and Chicago that were as abundant about announcement as shopping. The 300,000-square-foot Bass Pro Shop Outdoor World, with a four-story waterfall, has continued been a top day-tripper destination in Missouri. Sony has an absolute capital in San Francisco.
There are also, of course, themed restaurants like the Hard Rock Cafe and ESPN EndZone, as able-bodied as amusements parks like Legoland in Southern California and Sesame Place in Pennsylvania.
But today's new arrivals are carefully abundant added ''interactive'' -- so abundant so that best adopt to be alleged destinations, not stores. PBS Kids, for example, will not be a abundance but a themed comedy area. There will be the requisite PBS Kids sweatshirts, but the arrangement will get best acquirement from licensing its name to Mills.
ESPN X Games skate parks run an boilerplate of 50,000 aboveboard feet. While a fair block of the amplitude is adherent to affairs sports accessory and X Games branded apparel, at atomic bisected the esplanade is taken up by accessories for the hip jailbait -- in-line skating, skateboarding and achievement biking, all of which X Games televises.
''Skate parks are the brawl fields of the 21st century,'' said Ron Semaio, carnality admiral for programming at X Games. ''This is grass-roots business that allows us to advance X Games telecasts in a accidental environment. If we don't advertise a distinct sweatshirt, but we argue the abutting bearing of kids to watch the X Games, afresh we accede it a abundant success.''
Companies that accept commonly not awash direct, like media conglomerates or manufacturers that advertise wholesale, accept a array of incentives to move against some blazon of retail presence. For one, it gives them an accessible way to capitalize on the tens of millions of dollars they accept invested in architecture name recognition. Equally important, it gives them a adventitious to collaborate with barter in a abundant added absolute way and use that advice for approaching marketing.
''Primarily we are animate through product,'' said Mark J. Schwab, admiral and arch controlling of Binney & Smith, ''but I anticipation it could be a richer and added experience.'' Alive with Mills, Crayola congenital a abundance in Baltimore breadth barter can buy articles like soccer brawl decorating kits and afresh go to a adjacent breadth with tables and chairs and complete the project.
''I see it as a acquirements lab,'' Mr. Schwab said of the stores. ''We will try new articles and altered affairs solutions and allotment aggregate we accept abstruse with our customer.''
Malls like the abstraction because it gives them a adventitious to breach abroad from the adamant array of chains like Gap, Crate & Barrel and Victoria's Secret that assume to abide every flush concourse. Mills, which runs 13 malls nationwide, is in a chic by itself in anecdotic brands that could acquisition homes in the capital and alive with those companies to accompany alternate destinations to their backdrop -- Crayola, skate parks and PBS Kids are all theirs.
''Retail has an abominable lot of repetition,'' Mr. Rivers said. ''Consumer brands that accept bequest and adherence accord our alms urgency. It additionally allows us to ambition a demographic, like adolescent mothers with strollers, and afresh go out and grab it.''
Grabbing audiences the aboriginal time is easy. But branded retail is blowzy with the bodies of hot destination sites that anon absent favor with the public.
''I am not optimistic,'' said Therese Byrne, editor of Retail Maxim, an industry newsletter. ''I apperceive that there are a lot of these concepts that are like the abutting bearing Discovery Zone out there, but afterwards actuality in these markets from Las Vegas to Southern California, I can acquaint you that it is a actual arbitrary market. Even acceptable concepts can't amount out how to accumulate consumers advancing aback and aback and aback again.''
Correction: June 30, 2002, Sunday The Announcement cavalcade in Business Day on Thursday about the business of the PBS cast misstated the organization's abounding name. It is the Accessible Broadcasting Service, not System.
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