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The indoor edutainment park Kidzania, which launches this month, has roped in an array of brands as partners. From retail, FMCG to banking, brands like Big Bazaar, Kellogg's, Cadbury, Birla Sun Life, Hyundai, Mad Over Donuts, Future Group's Central, and YES Bank will be seen at the kid's park. The lure for the 21 brands to line up? These will get to work the pester power that kids wield over parents with some kiddie engagement tactics.
Kidzania will create a life-like environment, scaled down to a child's size. It will allow children to role-play with real brands.
Viraj Jit Singh, the CMO, explains, "For Kidzania, brands bring in authenticity and know-how. Having an actual Kellogg's counter or a Yes Bank ATM lends to the experience. Kids don't just consume a product; they examine it, create it, build it, deliver it, buy it and sell it. It's an ideal setting for educating children on how products are made and services are delivered. Of course, brands bring financial backing which helps reduce the ticket prices."
The brands are investing Rs 50 lakh-5 crore to be a part, and then between Rs 75 lakh and Rs 1.5 crore annually for five years. The estimated cost of the project is Rs 100 crore and the promoters expect to recover almost 30-35 per cent from the brands.
In return, the brands get access to toddlers and older kids through Kidzania, indirectly widening their recall with parents too.
Visitors will have to shell out a little under Rs 1,000 for a five hour trip to Kidzania. The park is targeting 4.2 lakh footfalls in the first year.
The children visiting Kidzania are given a special currency called Kidzos that they can spend to avail of various experiences. They can buy merchandise and participate in activities. The various brands have set up establishments where children can participate in the process of manufacturing a product and earn in Kidzos.
"While kids get to have some fun while learning, the brands get a chance to engaging at a very basic level, leaving a lasting imprint on the child's mind. It is not only about exhibition of brands, but integration into the activity," explains Singh.
Harpreet Singh Tibb, marketing director, Kellogs says, "At Kellogs, we want to further the cause of a healthy breakfast habit. With Kidzania, there is an opportunity to do that while the kids are conducive to it. Additionally, kids can also see how breakfast cereal is actually made. So it is a very nice opportunity for us as a brand to engage and involve with one of our core target groups - kids!"
Kidzania is located at R City Mall in Ghatkopar, Mumbai and is the first of its kind to be launched in India. The concept was pioneered by Mexican Xavier Lopez and is owned by ImagiNation Edutainment India along with the Singapore-based KidZ INC PTE.
The park targets visits from kids between 4 to 14 years of age. The actor Shah Rukh Khan is also a promoter in the Indian franchise.
Khan says, "A concept like Kidzania is something that excites me mainly because it is a place where children can learn and enjoy. I have maintained that I want to do something for kids and here was a good opportunity."
Sanjeev Kumar, director and CEO, KidZania India, says, "We are proud to be a part of this remarkable concept that will empower future generations of India and bring a fresh outlook in the kids' entertainment space. KidZania is designed to help kids strengthen their ability to manage their world through key aspects of learning ranging from society functions, financial literacy, career choices, team work, independence, real life skills and self-esteem."
The next Kidzania site is expected to be in Delhi.
