Simon Embraces the nabi Doseum


410nabiSimon is bringing an intriguing new children’s offering to its malls, thanks to a partnership with Fuhu, Inc and DreamWorks Animation. Fuhu created the nabi tablet, which it calls the world’s first Android tablet built just for kids, and that tablet is going to feature in 25 Simon Malls later this year in carefully designed nabi Doseums.

So, what’s a Doseum? Aside from being a trademarked portmanteau of “do” and “museum,” it’s also an interactive exhibit that uses child-friendly tech to engage kids and families. It focuses on purposeful play and learning through hands-on, multi-sensory experiences.

“We are very excited to expand upon our passion, expertise and experience of delivering thoughtful and enriching experiences to kids and families,” said Jim Mitchell, CEO of Fuhu. “We believe access to creative, educational and digital experiences is critically important for all children. Because of their extensive nationwide reach, this alliance with Simon Malls will enable us to deliver this access to a whole new range of families.”

The nabi brand design team is working with DreamWorks Animation to bring magic and wonder to its Doseum concept. Each one will be crafted for the center and space housing it. They’ll offer educational and entertaining content in subjects like history, science, social studies and arts—and they’ll also be packed full of beloved DreamWorks characters and themes.

Fuhu hasn’t announced the specific designs planed for its Doseums, but has offered concepts like roaming among dinosaurs, scaling volcanoes before they erupt, and playing guessing games with digital world maps.

“The nabi Doseum is a unique fusion of technology and the mall environment, bringing a one-of-a-kind experience to our shoppers in a fun, educational and inspiring way,” said Mikael Thygesen, CMO of Simon. “We are thrilled to be working with Fuhu and know they will bring their understanding of developing experiences just for kids to this first-of-its-kind endeavor. We look forward to the launch in 2014.”


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