KidZania to open at The Dubai Mall
Dubai, March 18, 2009
The first KidZania edutainment attraction in the Middle East will open in The Dubai Mall in the third quarter of this year.
Based on role play, the oldest game of all, KidZania is one of the world’s most popular children’s entertainment concepts and is readying for opening at the mall shortly.
Essentially a scaled-down city featuring all business and social components of a bustling metropolis, KidZania offers up to 70 roles for children to play ranging from doctors, engineers, teachers, construction workers, artists and mechanics, among others.
At KidZania, children have the option of just ‘visiting’ or ‘working’ in establishments that are modelled on various professions. The ‘employees’ are provided costumes reflecting the theme of the role they prefer to play, and will be part of an entertainment zone that has its own currency and economy.
The entire concept of KidZania is developed on offering children a real-life business and social environment, and familarising them with real-world careers.
KidZania aims at enabling children to develop their abilities and attitudes physically and intellectually, while stimulating creative thinking and social responsibility. This will particularly appeal to educational institutions looking for avenues to further strengthen their students’ overall development.
KidZania has won the Best Theme Park Worldwide Award from the Themed Entertainment Association in 2001, the IAAPA Top FECs of the World Award in 2006 and IAAPA Brass Ring Award for Industry Marketing in 2008.
“KidZania is bringing to Dubai, a powerful and successful leisure attraction, which will further enhance the appeal of The Dubai Mall as a family destination,” said Mohammed Ali, region executive director, Emaar International.
Established in 1999, KidZania was an overwhelming success when it first opened in Santa Fe, Mexico City. The entertainment zone attracted over 760,000 visitors in the very first year of trade in Mexico and the impressive visitor turn-out repeated at KidZania franchises in Tokyo and Jakarta. In addition to Dubai, new franchises are planned to open in Seoul, Osaka and Lisbon in 2009.
Sprawling across 80,000 sq ft over two levels in the entertainment zone, which will also feature SEGA Republic and REEL Cinemas, KidZania will feature homes, offices, schools, fire station, race track, radio station, pizzeria, hospitals, bank, ATM machines, theatre and fashion ramps, all scaled down to a smaller, child-friendly size.
“The overarching philosophy of KidZania – an award-winning concept - is edu-tainment,” added Suresh Bhatia, chief, Emaar Retail.-TradeArabia News Service