PEABODY — Young children slid down a red slide, crawled through tubes and climbed on a colorful caterpillar structure as they enjoyed a new children's play area that opened at the Northshore Mall over the weekend.
It is among a growing number of play places being installed at area malls in an effort to create "a family-friendly shopping destination," according to Sherri D'Alessandro, area director of marketing for Northshore Mall.
"Having a play area makes it easier for parents to bring their children shopping," she explained.
The Northshore Mall hosted a grand opening for its new play area over the weekend, and by Sunday it was already filled with young families.
"I think it's great," said Peabody resident Jeannine O'Connor, whose daughters Jillyan, 4, and Karley, 1, ran around the springy carpet and climbed on the various play structures. "It's good for a rainy day, and especially with winter coming, it's better than being stuck in the house."
The Northshore Mall used to have a play area in the lower level, next to the former Eastern Mountain Sports and across from the former Sam Goody, but it was removed during the mall's major renovations, which wrapped up last year.
"It's fantastic," parent Mike Horgan said, as his daughter Emma, 4, frolicked in the play area. "They have one at the Burlington Mall, and I was kind of hoping they would come here.
"Kids get bored in the mall. They can let off a little steam, and it gives us a chance to unwind."
The Northshore Mall, the South Shore Plaza in Braintree, the Atrium Mall in Chestnut Hill and the Burlington Mall, which are all operated by Simon Malls, recently opened play areas.
Liberty Tree Mall in Danvers also opened a larger play space in July called Mall Tots, which charges an $8 admission fee for a child, and $3 for each additional child. The new play area at Northshore Mall is free.
The play area is in a common area of the Northshore Mall, near the Macy's men's and furniture entrance, in the same area where Santa Claus is stationed during the holiday season.
The perimeter of the new play area is lined with benches, where parents can sit down, park the strollers and watch their children play.
The play area has a "Kidgits Klubhouse," a caterpillar, a boat, a spaceship and a car, as well as a little activity nook with a mirror, tiles and a wheel affixed to the wall.
"It's like a playground, but I can get whatever I want around me," said Horgan, one of the parents in the play area Sunday. "There's good food and Starbucks."
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