Shah Rukh Khan brings KidZania to India
Mexico-based KidZania prepares to open its first center in India; aims to engage kids with unique and realistic role-play experience
KidZania, a global edutainment brand, will soon be opening its first indoor theme park in Mumbai. Shah Rukh Khan is instrumental in bringing the brand to India. The first center of KidZania is slated to open in April 2013 at the R City Mall, Mumbai.
KidZania is an edutainment concept that combines education and entertainment, rendering real life experiences that empower, inspire and educate children. It engages kids in the 4-14 age group with environmental stewardship, career exploration and social consciousness activities.
ImagiNation Edutainment India, a joint venture between Singapore-based Kidz Inc and Shah Rukh Khan, holds the franchise for the India operations. Following the launch in Mumbai, KidZania will open centers in the National Capital Region and Bangalore.
Speaking on the India foray, Sanjeev Kumar, Director and CEO, KidZania India, said, “Brands are a key component of the experience as they make it authentic by linking it to the real world. We are looking at partnering with brands that are aligned to the KidZania philosophy of developing the future of children.”
On his association, Shah Rukh Khan said, “India is a young country and we need to focus on building a strong future. KidZania will in many ways provide that by building awareness amongst our children through an experience that is hands-on, engaging, educational, and most importantly, fun.”
Headquartered in Mexico, KidZania was founded in 1996 by a young entrepreneur, Xavier Lopez. Till date, KidZania has a footprint in seven countries across 11 centers, with 12 more centers in the pipeline and expected to be launched by 2014.
KidZania is built to the size and scale for children and emulates the workings of a real city. Just like in the real world, the KidZania city has its own functioning economy and currency (kidZos), and kids learn the value of money as they have to earn, spend and save kidZos.
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