30 July 2013
CHILD'S PLAY SPELLS
SHOPPING CENTRE G-O-L-D
The way we educate children about
life and how the world works looks
set for revolution thanks to a theme
park concept out of Mexico, which is
catching the attention of shopping
centre operators worldwide.
Source: http://www.youtube.com
KidZania is a children’s theme park based around a miniature city. It operates
like a real city, with buildings, paved streets, vehicles and a functioning
economy where children work in a job to earn the local currency (KidZos),
which they can spend or invest.
These mini cities, many based in high-profile shopping centres, include
recognisable destinations such as banks, restaurants, hospitals and sports
stadiums, sponsored by marketing partners representing leading brands such
as Coca-Cola, HSBC, Nestle, Dominos Pizza and McDonalds.
(Click on the image below to view the video or go to www.youtube.com/watch?
v=mmN0YOFCtjE&feature=player_embedded )
The idea is to inspire children
to role play by mimicking
traditional adult activities.
Source: http://blog.malaysia-asia.my/2011/03/kidzania-kuala-lumpur-at-curve.html
The idea is to inspire children to role play by mimicking traditional adult
activities. Children enter the city via a mock airport. Upon arrival they choose
from 100 careers – police officer, doctor, chef, journalist, shopkeeper. They
put on their uniform and get to work.
Through this elaborate game, children aged four to 14 simulate independent
lives and get to understand the adult world better while their parents either
monitor them remotely or explore the surrounding shopping centre.
The brainchild of a Mexican entrepreneur, KidZania opened its first site in
1999 and is currently in 12 locations in eight countries including Japan,
Malaysia, Thailand and South Korea. Another 11 sites are under
development, including London and the US where it is scheduled to open
in 2015.
Source: ww.kidzania.qa; www.thedubaimall.com
The KidZania organisation searches the world for suitable locations,
preferably with extreme weather and a high density of children aged four to
14. It has typically performed well in the Middle East and Asia.
With the ongoing impact of online retail, retailers and landlords alike are
looking for new ways to make shopping centres more entertaining and
relevant to the communities in which they operate. By introducing elements
like cinemas, gyms, bowling alleys and ice-skating rinks, landlords are
changing shopping centres into lifestyle centres – this is the evolution of the
shopping centre model.
KidZania is a prime example of the sort of concept that will grow the
relevance of shopping centres in the community. Shopping centre owners are
looking for unique attractions like KidZania to bring together family
engagement, “edutainment”, big-brand marketing and the opportunity for
parents to spend several child-free hours shopping. For shopping centre
operators that spells “G-O-L-D”.
Regards
James Stewart
James Stewart
Partner
+61 3 9604 5642
Denis Carruthers
Retail Property
Specialist
+61 3 9600 4922
Samantha Taylor
Property Director
+61 3 9604 5124
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