77kids Expands

On March 30 new 77kids by American Eagle stores will open at the Twelve Oaks Mall in Novi, MI, the South Shore Plaza in Braintree, MA and the Burlington Mall in Burlington, MA.

The company is implementing a unique guerilla marketing campaign leading up to opening day. Rad 77SWAT Teams, equipped with 77kids candy, coupons and other giveaways, will visit local kid hot spots like skate parks, playgrounds, concerts and festivals. Kids will also have a chance to enter a Facebook photo contest. Winners will receive $77 gift certificates. Grand opening celebrations include 3D store windows, games, treats and a chance for kids to play in-store DJ.