Foot Locker has opened its second Kids Foot Locker “House of Play” store in the United States as part of the RedBird redevelopment in South Dallas. The other “House of Play” store opened in December in Miami, with more planned later this year.
The store, which is organized by age group starting with babies and toddlers, has several play areas interspersed with clothes and shoes. It opened over the weekend and complements a trio of Foot Locker concepts at RedBird, with the adult store and a Champs Sports both opening in March 2020. The three stores occupy a total of 15,000 square feet.
Foot Locker stores were inside the mall, which along with surrounding property is undergoing a massive $200 million redevelopment with medical and other offices, apartments and a hotel. The 95-acre RedBird Project sits on US Highway 67 and Interstate 20 across from Camp Wisdom Road.
Foot Locker stores frame the east side of a park under construction that is expected to be completed in late spring. The opposite side of the future green space will also have a new building facing the park housing restaurants and shops.
Kids Foot Locker plans to use the park to host events, said Cionna Franklin, Foot Locker’s Dallas-area marketing manager.
Inside the store there is coloring tables and climbing pyramids for big kids and toddlers, plus Instagram-ready selfie zones. Hopscotch and other floor games, a daily vertical jump competition and an electronic game table to play favorites such as air hockey, tic tac toe and Connect 4 are designed to keep kids occupied while parents shop, Franklin said.
Expanded merchandise includes Crocs and Jibbitz charms. There’s a section with high-performance training tops and bottoms for kids who “play sports and play hard,” Franklin said.
“It’s a nice store. The staff was polite and there were a lot of promotions,” said Jose Mendoza, 35, of Dallas, who bought shoes for his 6-year-old on Saturday. He was shopping with his son Angel, 12, who landed the highest jump on the board and gave the store a boost.
Dallas investor Peter Brodsky bought the Southwest Center Mall and began planning its redevelopment in 2016. After several attempts by previous owners failed, Brodsky’s plans received $20 million in incentives from the city to support the project. The former Sears and Dillard stores have been transformed to house spaces for UT Southwestern and Parkland Hospital. Atlanta-based Chime Solutions is expanding its operations into RedBird’s offices.
The mall’s interior, which had been in decline for decades, now features significant sections that have been demolished or remodeled for non-retail uses. The mall is still home to several local businesses and national chains Hibbett Sports, Jimmy Jazz and Burlington.
The pandemic has caused a slight lull in leasing, but it’s picking up, said Terrence Maiden, CEO and founder of Russell Glen, a Dallas-based real estate development company. He works with Brodsky on the RedBird project.
“We were able to move forward with construction, and there was a lot of infrastructure work to do,” Maiden said.
It is actively marketing three large freestanding buildings on the perimeter of the mall parking lot along Camp Wisdom Road, including a 7,000 square foot former Golden Corral.
Frost Bank and Starbucks were the first companies to participate in the project and open locations.
Taco and Fuzzy’s Breakfast Brothers have signed leases, Maiden said.
Marriott opens in June a Courtyard and Residence Inn co-branded with a conference center.
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