Got a bossy kid? How about a kid who wants to be a boss?
Playing pretend could become a real moneymaker at Gurnee Mills if a Mexico City-based entertainment giant has its way.
The Mills Corp., which owns the huge indoor mall Gurnee Mills, is currently negotiating with Grupo Magico Internacional to bring its 100,000-square-foot Wannado city to Gurnee and other U.S. cities. Many in entertainment circles are keeping a close watch on the proposed deal.
Called La Ciudad de los Ninos, translated as City of Children, in Mexico City, the conceptually fanciful city has been a hit since opening in 1999. Called Wannado in the U.S., the first center, which allows children to role-play adult professions such as an airline pilot, a cruise ship captain, a doctor, or dozens of other jobs, is slated to open in Mills’ Sawgrass Mills in Sunrise, Fla., in early 2004.
A Mills’ company spokesman confirmed that Mills is negotiating with Grupo Magico to open the Gurnee site. Sources say that a deal, which could be announced in a few weeks, may be close to a $40 million project occupying more than 120,000 square feet.
The spokesman from Arlington, Va.-based Mills wouldn’t say whether a deal was imminent, but the company announced earlier this month that it is looking at several sites around the country, including Gurnee, to open the operation.
More Top Picks Best Sewing Tables
What Mills Corp. likes is the success of the Mexico City operation, which draws nearly 850,000 people a year. Grupo, whose investors includes a fund owned by developer Sam Zell, is expected to invest up to $25 million of its own money into each operation.
Key to its growth prospects here will be its success at garnering corporate sponsors.
In its Mexico City operation, Grupo Magico has picked up companies such as Coca-Cola, American Airlines, Sony and Microsoft, which pay to be involved in the project.
Already Grupo Magico has said that it will try to recruit companies as “sponsors” of its Wannados in the U.S., if they are willing to ante up more than $100,000.
Grupo will commit $25 million to each U.S. operation.
Wannado is the latest entertainment/retail concept to cater to the burgeoning tween and younger set, which has become one of the most coveted demographics in the country, influencing billions of dollars in annual spending.
Designed for kids from 2 to 12, parents will have to shell out anywhere from $15 to $20 for admission.
Black Tuesday at McD’s? The first of 600 pink slips are expected to start flying at McDonald’s Corp.’s headquarters as early as Tuesday, part of the fast-food giant’s previously announced plan to cut costs and pare back on underperforming stores. On tap is yet another reorganization of the company’s far-flung marketing operations, sources report.
Bacardi talking to agencies: Bacardi, which likes to shake up its agency relationships every once in a while, is talking to agencies about a new projects sources said. Among those agencies are Chicago-based Leo Burnett and BBDO. Both have plenty of experience with similar clients.
On the move: Lisa Morton, formerly with Rodale’s Organic Style, joined Reader’s Digest’s Chicago office as a sales representative. … Hilary Crnkovich, a founding partner of integrated marketing firm Designkitchen Inc., joined Burson-Marsteller as managing director in the public relations firm’s brand marketing practice, a new post. Crnkovich had previously worked at Burson from 1989-1993. … Dolph Kawalec, an art director, and David Kwasnick, a copywriter, jumped from BBDO Chicago to Foote, Cone & Belding. The two have previously worked on Wm. Wrigley Jr. business, including print and TV for Juicy Fruit and Eclipse.
A timely dinner: Agency celebrations in this economic climate are few and far between. But DiMeo & Co., in the midst of celebrating its 15th anniversary, took some time out to do just that. Agency chief Bernie DiMeo treated his 14-person staff to a dinner at Tuscany last Thursday, the anniversary of the day he opened his doors. In addition, the agency acquired Trendsetter Communications Inc., a Chicago public relations firm whose clients include The Chicago Arts District, Smock Sterling Management Consultants and Richmond Insurance Group. Chris Janson, formerly president of Trendsetter, becomes public relations director for DiMeo.