Fisher- Price opens first play space in Eastern Hills Mall

As the winter season drives many indoors, Fisher-Price, the East Aurora maker of infant and preschool toys, is unveiling a new play space at Eastern Hills Mall.

Beginning Saturday, Jan. 27, families with young children will be able to enjoy the space while taking a break from shopping in the mall, which is located at 4545 Transit Road.

The space was designed as a safe, comfortable and fun environment for families who are walking, shopping or dining at the mall.

"We understand that parents with young children are often out and about doing errands or looking for play adventures, and a play space at the mall offers a perfect opportunity to do both," said Brenda Andolina, spokesperson for Fisher-Price, a subsidiary of Mattel Inc.

"With the new Fisher-Price play area at the Eastern Hills Mall, we hope to give parents and kids a play oasis outside of their living room in a venue that has a lot to offer," Andolina said.

According to Eastern Hills General Manager Judy Sirianni, a large percentage of the Eastern Hills community consists of young families with children 6 years old and younger that use the mall as an indoor diversion.

"This is just another example of our ongoing commitment to provide our customers with amenities that make their shopping experience more fun," Sirianni said.

The Fisher-Price play space is located in front of JC Penney's. Visitors are expected to have no problem locating the area, to be festooned with colorful banners featuring smiling faces of real Western New York children.

The area includes such Fisher Price toys as Laugh & Learn, Learning Home, Musical Learning Chair, Baby Grand Piano and Learning Table, and the Bounce & Spin Zebra.

Power Wheels vehicles, situated in showroom style, will also be accessible for children to explore. They include the Jeep Hurricane, Ford Mustang, Cadillac Escalade and Dora the Explorer Jeep Wrangler. The area also includes two interactive display cases featuring Dora the Explorer and Imaginext Dinosaurs.

Preschoolers can explore on their own as their parents sit nearby and relax on benches.

The play space is an extension of the ideology set forth in the "Fisher-Price Play. Laugh. Grow" advertising campaign that started in 2003.

"Through partnerships, Fisher Price continues to surprise and delight their consumers by bringing brand experiences to families of young children where and when they least expect it," said officials of the business.

To learn more about Fisher- Price, visit the Web site at www.fisher-price.com. To learn more about Eastern Hills Mall, visit www.shopeasternhills.com.