SINGAPORE, June 5, 2012. KidZania Journal. (English). – Sentosa Development Corporation and Themed Attractions and Resorts (TAR) are delighted to announce that the indoor edutainment theme park, KidZania, is heading to Sentosa Island in Singapore. KidZania Singapore will be TAR’s second KidZania operation theme park.
Originally from Mexico, KidZania is a one-of-a-kind concept which allows children to learn about the world of adult occupations by role-playing different professions. KidZania offers an interactive learning and entertainment experience targeted at kids aged 4 to 14, combining role-play with real life. Unlike other theme parks, KidZania, does not feature any rides or arcade games. Instead, through its partnerships with various Industry Partners, children participate in a variety of role-playing activities specifically designed to aid physical and intellectual growth.
“We consider it our privilege be able to expand the KidZania family in Sentosa Island. We are looking forward to building a long-term and fulfilling partnership with Sentosa Development Corporation, which oversees the island resort’s development and attractions mix. With growth potential of family tourism in the region, we consider this to be an excellent investment opportunity for Themed Attractions in addition to our other ongoing family tourism projects in Kuala Lumpur and Johor, Malaysia,” said Yang Mulia Tunku Dato’ Ahmad Burhanuddin, Managing Director and Chief Executive Officer of Themed Attractions and Resorts Sdn. Bhd.
KidZania Singapore will complement the spectrum of activities currently available on Sentosa Island, Singapore’s premier island resort getaway and Asia’s favourite playground.
“KidZania’s unique role-play concept will raise the bar for edutainment and fun on Sentosa through immersive learning,” said Mike Barclay, Chief Executive Officer of Sentosa Development Corporation. “Sentosa will be developing an 11,500 square metre Family Entertainment Centre (FEC) to house KidZania Singapore at Palawan Beach . This leisure cluster by the beach is being rejuvenated into a destination for families with young children. KidZania Singapore will complement the outdoor fun of Palawan Beach and Port of Lost Wonder (POLW) with a best-in-class in-door, weather-proof experience for Sentosa’s little guests. At the same time, the array of leisure experiences on Palawan Beach and Sentosa will help to fuel the dynamic family tourism industry in Singapore and the region.”
The FEC is scheduled for completion in 2014 and will be directly linked by a sheltered bridge to the Sentosa Express monorail and a new Arrival Plaza for coaches and private vehicles.
Scaled down to a child’s size, KidZania is essentially a city of its own, just for kids, with its own national anthem, declaration of independence and economy and is complete with buildings, paved streets, vehicles, a functioning economy, and recognisable destinations in the form of “establishments” sponsored and branded by leading international and local brands.
“Apart from providing children the opportunity to gain more than just a great time with our unique edutainment concept, we are looking forward to introducing KidZania as a revolutionary marketing tool, providing local and international brands a new way of extending brand awareness. Through the child’s own experience with KidZania’s activities, these Industry Partners help set the benchmark for their future ambitions, and allow them to identify with the brands’ corporate values and respective work ethics,” added Tunku Dato’ Ahmad.
Themed Attractions currently manages and operates KidZania Kuala Lumpur, which opened earlier this year in February, and it will also manage and operate KidZania Singapore through its joint venture with Boustead Holdings Berhad via Rakan Riang Pte Ltd. The award-winning family education and entertainment centre in Singapore is set to be the 3rd in South East Asia with existing KidZanias in Jakarta, Indonesia and Kuala Lumpur, Malaysia.
The announcement on KidZania Singapore comes weeks after Sentosa opened POLW, its outdoor waterplay attraction, for children aged three to ten years old. The launch of POLW in April 2012 marked the start of Sentosa’s 40th anniversary celebrations, which will culminate in a birthday party on the island resort on 1 September. The island is also preparing to receive its 150 millionth guest this year.