Kidzania: An expanding opportunity for brands to reach young consumers

Kidzania exposes children aged between 4 and 14 to the working world and traditionally adult activities, allowing them to earn virtual currency. These 'adult-like' jobs are sponsored or branded by leading multinational and local brands to give the experience an authentic feel. 

At present, Kidzania Kuala Lumpur has more than 40 industry partners, offering more than 100 role-playing activities.

Kidzania Kuala Lumpur’s industry partners sponsor 70 per cent of the establishments at KidZania Kuala Lumpur. Each partnership agreement ranges between three and five years and is based on different factors including size of the establishment and duration of the agreement.

According to TunkuDato’ Ahmad Burhanuddin, MD and CEO of Kidzania Malaysia, KidZania will continue to expand in order to bring new establishments and activities for children to be able to benefit as much as possible from their experience.

With Nickelodeon, kids can role-play as actors and their favourite characters. At the Pharmaniaga establishment, children can research the benefits of vitamins and learn more about the pharma industry. They will be taught the importance of hygiene at the Lifebuoy Health Institute under the partnership with Unilever, while Siemens will provide an opportunity for kids to take on the role of mayor at the Siemens mayor’s office.

For brands, a tie-up with Kidzania throws up the potential of making an impact with the influential younger consumer. “Children have always been an important target audience for brands as they grow up to become ambassadors for the brands that they love,” said Burhanuddin. “The market today is saturated with brands trying to come up with more innovative ways to capture the attention of children and Kidzania Kuala Lumpur provides them with an opportunity to distinguish itself from other brands in its sector.”

Kidzania is heading to Singapore and is scheduled to open in 2015. It will be developed and managed by Themed Attractions and Resorts and will be located at Palawan beach in Sentosa. The management is currently scouting brand partnerships with international and local brands.

Kidzania currently has 11 parks in eight countries. Locations include Jakarta, Tokyo, Kuala Lumpur, Dubai and Lisbon. Apart from Singapore, it is developing parks in Bangkok, Kuwait, Jeddah, Moscow, Mumbai, Sao Paolo, Manila, Istanbul, Cairo, London, Bussan and Qatar.

Globally, Kidzania has more than 500 brand sponsors.