Wanted: Kid marketers

For kid marketers, the Holy Grail is to make little ones and their parents happy. Well, consider the new Vaughan Mills mall, north of Toronto, as the castle that houses the Grail. In February, the mall will follow the lead of its U.S. counterparts and debut its Muggsy's Meadow Kids Club, touted as fun and educational.

For kid marketers, the Holy Grail is to make little ones and their parents happy. Well, consider the new Vaughan Mills mall, north of Toronto, as the castle that houses the Grail. In February, the mall will follow the lead of its U.S. counterparts and debut its Muggsy’s Meadow Kids Club, touted as fun and educational.

Now the good news: Andrea Tushingham, director of marketing for Vaughan Mills, is currently on the hunt for Canadian marketers interested in hooking up – either through straight-up product promotions, sampling, branded in-mall events, or other options.

Mills is also open to sharing database info with partners and aims to collect 175,000 names this year. (In the U.S., 40,000 names have been gathered so far). Aside from access to members through e-mail blasts and muggsymeadows.com, in-store promotion is also available. That’s significant exposure. It took only six weeks for Vaughan Mills’ traffic to exceed two million. Says Tushingham: ‘For anybody who has the same target as us – families with children – this is an ideal environment [for marketing].’