While primarily aimed at its teen consumer contingent, US apparel retailer American Eagle Outfitters’ new multi-channel content platform is sure to attract the attention of savvy tweens as well. Dubbed 77Entertainment (77E), the new outlet kicks off today in AE stores, on TV and online, featuring 12-ep comedy series called It’s a Mall World, that was made exclusively for American Eagle and directed by Milo Ventimiglia, star of NBC’s Heroes.

77E also plans to add user-generated content and feature upcoming bands and solo musicians to rachet up the hip factor. As for genres, it’s looking to cover everything from comedy to reality and dramas. While the connection between product placement and content on 77E hasn’t been made explicit, Mall World follows the relationship between two record store employees and their ‘object of perfection,’ a greeter who just so happens to work at the American Eagle store across the way.

The retailer currently operates 914 stores across North America.