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by Tom Webb

Bloomington, MN – Not every store has a giant yellow Peep on the roof.

At Mall of America this week, Peeps & Co. opens a fun-loving store with a serious purpose – building a brand by showcasing the products of a single company.

But Peeps is following a popular script, as more and more companies better known as product-makers decide to try their hand at opening their own retail stores.

And when they do, many companies are choosing Mall of America as a test market, a laboratory or a launching pad. Whether Lego or Microsoft, Nine West or Columbia Sportswear, Apple or Peeps, the megamall has become a national destination for manufacturers wanting to go the next step and create their own stores, even if they’re still tweaking the details.

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