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Mall of America® joins forces with Fraser to elevate accessibility and sensory inclusion

Launching an ongoing initiative during Autism Awareness Month

BLOOMINGTON, MN — August 8, 2026

Mall of America® has partnered with Fraser, a Minnesota-based nonprofit and leader in autism, mental/behavioral health, and disability inclusion, to enhance accessibility and expand sensory-inclusive initiatives across the property. This collaboration reflects a shared commitment to creating a welcoming and supportive environment for guests with autism, neurodiverse conditions, sensory sensitivities, disabilities, and mental or behavioral health needs. Thoughtful, guest-centered solutions have been implemented throughout the Mall, from visible onsite features to behind-the-scenes enhancements, empowering team members and improving the experience for individuals with diverse accessibility at every stage of their visit.

“At Mall of America, we are committed to ensuring every guest feels welcome and supported,” said Jill Renslow, Chief Business Development & Marketing Officer at Mall of America. “Our partnership with Fraser allows us to take meaningful steps forward in accessibility and sensory inclusion, creating an environment where all guests can fully experience everything the Mall has to offer.”

 

Enhanced Wayfinding & Digital Accessibility

Mall of America has introduced a new accessibility widget on its digital directories, allowing guests to easily navigate the property with accessibility in mind. The tool highlights wheelchair-accessible routes and maps key amenities, including sensory rooms, calm areas, family restrooms, restrooms with adult changing tables, elevators, guest services desks, mobility rentals, accessible parking, and service animal relief areas. Guests can also access QR codes and mobile links throughout the Mall for additional information, including sensory guides, service animal policies, accessible parking details, and lost guest assistance.

 

Sensory-Friendly Spaces & Resources

Mall of America now offers three calm areas for guests:

  • Level 2 North Atrium near escalators
  • Level 2 Northeast Court between American Eagle and Aerie
  • Level 1 South Entrance near Level 1, South doors

These spaces feature privacy seating designed to provide a quiet, low-stimulation environment.

A comprehensive Mall of America Sensory and Accessibility Guide is now available, along with updated website content to help guests plan in advance. These tools offer detailed insights into sensory elements across the property, empowering guests to create a more predictable and comfortable experience.

 

Attraction Enhancements

Accessibility improvements have also extended across Mall attractions. Nickelodeon Universe® has updated its Sensory Guide, enhanced its Sensory Room with new furnishings, and improved wayfinding signage for easier navigation. Crayola Experience has introduced a renewed Sensory Guide and enhanced resources to support guests with sensory sensitivities, including trained staff, attraction-specific sensory details, designated calm areas, and sensory aids like noise-canceling headphones, fidgets, and weighted items. These enhancements ensure a more inclusive and enjoyable experience across some of the Mall’s most popular destinations.

 

Staff Training & Guest Support

As part of the initiative, all Mall of America team members are participating in specialized training developed in partnership with Fraser. This training is designed to deepen understanding of neurodiversity and sensory differences, including how to recognize signs of sensory overload and respond with appropriate support. Team members will be equipped with tools and resources to assist guests in a calm, helpful, and effective manner, reinforcing the Mall’s commitment to inclusive service.

 

“Inclusion is about more than access, it’s about belonging,” said Gina Brady, Fraser Sensory Supports and Training Program Manager. “This partnership helps ensure that guests of all ages and abilities can experience Mall of America in a way that works for them, with the understanding, flexibility, and support they deserve.”

 

Together, Mall of America and Fraser are setting a new standard for inclusive guest experiences, one that prioritizes accessibility, understanding, and comfort for all. These enhancements represent an ongoing commitment to evolve and expand resources that meet the needs of every guest.

 

For more information about accessibility and sensory-friendly resources at Mall of America, visit https://mallofamerica.com/sensoryfriendly.

 

ABOUT MALL OF AMERICA

At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North America with up to 520 world-class retail stores and restaurants; Nickelodeon Universe, a 7-acre indoor theme park; SEA LIFE Minnesota Aquarium; FlyOver America; Crayola Experience; and more. The Mall opened in 1992 and is located in Bloomington, Minn., minutes from downtown Minneapolis and St. Paul and adjacent to MSP International Airport. Follow Mall of America on Facebook, Instagram, X, and TikTok. Listen to So Much More – a Mall of America podcast, on all major platforms or watch on YouTube. Download the Mall of America app from the App Store for iOS or Google Play for Android.

 

ABOUT FRASER

Fraser is a nationally recognized expert in treating autism, mental/behavioral health issues, and in overall wellness programs for individuals with intellectual and developmental disabilities who have co-occurring autism or mental health issues. The nonprofit launched Sensory-Friendly Minnesota – 10,000 Ways to Belong in 2025. Join the movement at sensory@fraser.org. 

 

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