Dubai, July 5, 2005: The Dubai Mall today announced that it had signed a AED 73 million agreement with international, award-winning edu-tainment concept Kidzania. The agreement will see it bring Kidzania’s groundbreaking interactive children’s concept theme to Dubai and the region for the first time.
The projected 80,000 sq ft Kidzania themed centre the size of two football pitches will be a key anchor and will help consolidate the 12 million sq ft Dubai Mall’s position as the Number 1 retail center in the region, housing all of the world’s leading brands and most sought-after designer labels and concepts. The Dubai Mall will be part of the unique Downtown Dubai that Emaar Properties is developing which will have the iconic Burj Dubai, the tallest building in the world, as its epicenter.
Kidzania, developed in Mexico, opened its first centre in 1999 and has quickly taken root in several parts of the world. The concept was named the Best Theme Park Worldwide by The Themed Entertainment Association in 2001. In 2003, Kidzania was also awarded the Top Family Entertainment Centre of the World by the International Association of Amusement Parks & Attractions.
Mr. Mohamed Ali Alabbar, Chairman of Emaar Properties, said: “This agreement signals that The Dubai Mall is on course to become a global retail trendsetter with facilities and features rarely found together in a single location. Its premier retail offering will be among the best in the world – no question.
“We are also committed to ensuring that the Mall experience is like nowhere else. This is where Kidzania and the other features, we have yet to announce, will make their contribution.
“Kidzania’s unique dual offering of entertainment and education for children is something we believe in and are very pleased to add to The Dubai Mall. It will form an integral part of our plans to transform the entire retail experience in Dubai as the emirate bids to become the retail capital of the world.”
Mr. Xavier Lopez, Kidzania’s CEO and Chairman, said: “Its unprecedented size and the fresh new concepts going into The Dubai Mall will ensure it is the first of its kind. We are very pleased to be part of what is happening in the Mall and in Dubai.
“We have something unique to offer, both in our approach and set-up. Kidzania turns play into education and children and their parents appreciate this. Kidzania helps their development by offering them the opportunity to learn while they play.”
Kidzania, though it targets children aged from 4 to 15 years old, is a family experience. It is a kid-sized replica of a real city, with streets, buildings, retail and vehicles moving around the city – all scaled down to children’s size. It involves role playing and the children are encouraged to take on a variety of parts, from doctor and firefighter to banker and policeman. Kids wear the uniform and perform the role they are playing and thus learn the complexity of the adult world.
They make choices in realistic scenarios that could vary from a street scene to a shop or factory. Kids use kidzos, the official currency of Kidzania, with which they are able to buy goods and services and earn a salary. They thus learn the value of money, just as in real life
The zones effectively enable them to learn what the roles involve and increase their knowledge not only of the professions but how to adapt to different circumstances. Such role playing is an increasingly important part of formal education.
Ibrahim Al Hashemi, Emaar’s Executive Director for Retail, added: “When Kidzania first approached us, we could not have imagined a better match. It fits perfectly with our plans for offering innovative activities to round out the retail experience.
“Kidzania offers a safe and interactive environment. Parents will be able to leave their children secure in the knowledge that highly qualified teams are supervising activities, that access is controlled and that the use of ID bracelets linked to the latest technology ensures their children’s movements can be tracked at all times.”
