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KidZania set for opening in Dubai

Dubai, January 9, 2010

A dedicated facility where children work, learn, play and even earn, spend and save, is set to open tomorrow (January 10) at The Dubai Mall, a premier shopping and entertainment destination in Dubai.

KidZania, the award-winning edutainment concept promoting the physical and intellectual growth of children through professional role-plays, is being brought to the region by Emaar Retail, the entertainment and retail subsidiary of Emaar Properties.

Sprawling over 80,000 sq ft in two levels, KidZania is conveniently located in the entertainment precinct of the mall near Reel Cinemas, the 22-screen megaplex, and Sega Republic, the largest of its kind indoor theme park in the Middle East.

KidZania is a veritable city with an assortment of establishments covering the entire fabric of a working economy – from banks to hospitals, universities to salons, television stations to music lounges, and hospitals to hotels.

Immaculately laid out streets, a petrol station, race track and roads, fountains, restaurants, boulevard-like fun events including magic shows and a theatre with outdoor and indoor performances, transport children to a world they can rightfully say belongs to them, said a statement.

The entrance to KidZania is marked with a real Emirates aircraft and airport-style check-in counters welcoming the children. At check-in, all children are provided with a boarding pass, city map and a cheque for 50 KidZos, KidZania’s official currency.

These KidZos can be used to buy goods and services; or even save them at the bank, which will provide them with an ATM card too. Although children function independently, they are guided in each activity by ‘Zoopervisors,’ the trained KidZania staff.

Children don uniforms that reflect the nature of the profession in each establishment, and undertake real-life tasks: cub reporters write out stories for the KidZania Journal; beauticians give customers a beauty makeover; fire-fighters put out ‘fires’; detectives patrol the streets; cabin crew tend to ‘airline passengers’ and chefs cook up delicious meals. At the end of their ‘work’, the child professionals are paid a salary in KidZos.

Arif Amiri, chief executive officer, Emaar Retail, said KidZania is the first of its kind edutainment concept in the entire region, and offers children the opportunity to understand and appreciate different professions through a hands-on approach.

“Emaar Retail, through its entertainment arm, is focused on bringing extraordinary entertainment experiences to the region, and KidZania is a perfect fit to our objectives of being a frontrunner in new initiatives that excite and appeal to all sections of the society,” he said.

“KidZania is a great value addition to The Dubai Mall, offering visitors from around world another new attraction, especially appealing to children.”

“KidZania is the dream come true for children as they are provided the opportunity to choose from over 70 real-life professions in a city ambience that is scaled down to their size. This will significantly benefit them in honing their skills, identifying their true talents, and contributing to overall physical, mental and intellectual faculties,” he added.

Tickets to KidZania are priced at Dh125 for children and Dh90 for adults and children can spend unlimited time within the zone while parents can rest at a dedicated parents lounge with Internet and movies, if they so choose, according to a statement.

All children are provided remote frequency wristbands to monitor their activities, thereby reassuring parents of their safety at all times. – TradeArabia News Service




Tags: Emaar | Dubai Mall | Edutainment | KidZania |

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