Macerich, National Geographic Kids, IEM and Coca-Cola Join Forces!

July 14, 2010

“This partnership brings to life the common messages of National Geographic Kids, IEM and Coca-Cola,” says Petra Maruca, Vice President, Business Development for Macerich. “It’s an exciting way to teach children the importance of taking care of our planet in a safe, fun environment.”

The companies joined forces to create one-of-a-kind children’s play areas for many of Macerich’s properties. The areas are themed with National Geographic Kids characters and concepts and are sponsored by IEM, which provides waste and recycling resources for shopping centers. A fourth sponsor, Coca-Cola, a portfolio-wide partner of Macerich, also contributed to the themed play areas with a Minute Maid branded juice bottle display and "factoids" regarding the importance and benefits of recycling.

The new play areas are located at Superstition Springs (Mesa, AZ), The Shops at Northgate (Marin, CA), and Tysons Corner Center (McLean, VA). More may be installed in the future.

Each play area helps children understand how taking care of the world begins at home with recycling and, according to Patti Hazlett, Assistant Vice President of Development Relations for Macerich, the play areas are both good for families and good for business.

“If a parent is looking at shopping options in their area and they know our play area has a positive educational component, that’s going to be an edge,” she says. “It also gives parents an opportunity to have conversations with their kids about the recycling efforts they may be making at home. These play areas reinforce the good behavior parents try to instill at home.”

PLAYTIME, LLC, which has had a long relationship with Macerich, designed, manufactured and installed all of the play areas. They created one-of-a-kind structures for the National Geographic Kids theme, including a themed entrance gateway, garbage truck, newspaper, Minute Maid juice bottle, a house with a recycling theme, animals and fact panels designed to educate families about recycling.

Macerich’s partners are thrilled.

“This is an exciting opportunity for National Geographic Kids to reach a targeted and interested audience,” says Melina Bellows, National Geographic's Executive Vice President, Children's Publishing. “These new play areas bring our brand into a fun setting that helps educate kids and parents in an environment that is entertaining and approachable. We believe this exposure will reach a whole new group of young explorers with our mission to inspire people to care about the planet.”

Bill McCann, IEM Vice President of Sales, agrees. “While our traditional audience is business-to-business, the chance to share our emphasis on responsible waste management with our clients’ customers was very appealing.”

Coca-Cola Enterprises’ Senior National Account Executive Scott Ryan stated, “We are proud to be able to support the sustainability efforts of our great partner Macerich. We have identified raising awareness of the importance and benefits of recycling as a key element for success in sustainability efforts.”

Mr. Ryan continued, “We salute Macerich’s concept of play areas that heighten environmental awareness of young people. Macerich understands and shares our view that helping future generations understand the important place recycling occupies in overall sustainability efforts is critical to achieving more sustainable communities.”

Most important, says Hazlett, the families are happy.

“The parents are ecstatic,” she says. “They’re glad to have someplace to take their kids that’s both fun and educational. The play areas are a safe alternative to some other choices and help kids get physical activity which promotes good health.”