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Malls Harbor 'Hip-e Hangouts' for Teen Techies

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DALLAS Digital Lifestyles Group will promote computers designed for teens through advertising and display stations in malls in a deal with real estate operator Simon Brand Ventures, the company said.

Austin, Texas-based DLG developed the hip-e brand computer and related electronic products for the youth market. Most sales are online, but the company said it plans to expand its marketing through the mall stations.

"During our initial research we asked teens where they would like to see and learn more about hip-e and they responded, 'the mall,' " said Annie Bacon, vice president of marketing at DLG. "We are simply going where teens want to go and providing them, as well as their parents, the chance to grow familiar with all hip-e has to offer."

Simon Brand Ventures is a consumer marketing arm of Indianapolis-based Simon Property Group. The so-called "hip-e hangouts" will be available in Simon malls in New York, Massachusetts, Pennsylvania, Maryland, Georgia, Texas and California, DLG said.

At the malls, teens will be able to interact with the hip-e node, its hip-e hangout interactive desktop, and hip-e plug-ins and accessories such as the hip-e playme MP3 personal media carrier, hip-e reachme mobile phone and backpack, DLG said. The hip-e node, which comes with a flat screen, wireless keyboard and built-in speakers, retails for $1,699 on the hip-e Web site.