KidZania was founded in Mexico City in1997 by a young entrepreneur, Xavier LópezAncona, who dreamt of creating aplace where kids could have fun while enjoyingreal-life experiences. The first parkopened in 1999 to great reviews and becamea land mark in Mexico City. KidZaniahas since evolved to become the world’sfastest growing edutainment brand, with11 centres across the world. By 2014, Kid-Zania will be operational in 20 countries,including Mumbai, which will open in earlysummer 2013. KidZania provides childrena safe, unique, and very realistic educationalenvironment that engages kids between4 to 14 years in real life role-playexperiences. KidZania is an indoor themepark spread across 75,000 sq. ft. It emulatesthe workings of a real city and is builtto scale for children. Complete with buildings,paved streets, vehicles and recognisablerole-playing destinations in the formof “establishments”, it offer kids more than70+ role-playing options in its 55+ establishments.Just like in the real world, thekids arrive through the airport and explorethe city. KidZania has its own functioningeconomy and currency (KidZos). As in thereal world, children perform “jobs” and areeither paid for their work (as a fireman,doctor, police officer, journalist, chef, etc.)or pay to receive certain services. Kids candeposit KidZos in their bank account, earninterest and use it for subsequent visits.KidZania has turned the concept ofedutainment over its head and mergedelements of education, entertainmentand CSR on one hand while providingan incremental marketing platform forbrands on the other hand. What are thechallenges of executing such an intricateyet thoughtful blend of ideas?Yes, I certainly think that the KidZaniaproposition is a game changer, with theperfect mix of education, entertainment,CSR, and marketing. It was conceptualisedafter carefully considering how all aspectswould be blend so that they work togetherrather than any one aspect overshadowingthe other. We don’t want it to be dogmaticand less fun, or just entertainment with nolearning. Also we don’t want it to be ashowcase or exhibition of brands, but a

seamless integration of brands within the

concept. This is why it is so importantfor us to find the right brand partnerswho acknowledge the current gap inthe edutainment space, understandthe importance of preparing kids forthe real world, and believe in our philosophyof education and self developmentthrough role play. The format forKidZania is the same across all centres.However, certain aspects areadapted to take consider local cultures.We work very closely with theglobal team based in Mexico to ensureadherence to quality standards.The marketplace is extremely cluttered.The unprecedented proliferationof brands has made it nearlyimpossible for a brand to make alasting impression. How can belowthe line marketing strategies helpbrands leverage their already limitedresources and budgets?Because of the cluttered marketplace,brands need to be extremely strategicand particular about how theyspend their money so as to make alasting impression. We have alreadyseen leaders shift their focus to innovativeand experiential marketingwhich has worked very well for them.Brands are on the lookout for suchopportunities as they know the resultingbenefits. It has been rightlysaid that one should never underestimatethe power of role play. KidZaniais not just a unique marketing opportunity;it is an ‘experiential’ one. A famousChinese proverb says “Tell meand I forget; show me and I remember;involve me and I understand”.That’s what brands are able to do atKidZania. At KidZania, kids interactwith brands at all levels in a seamlesslycomprehensive way. Kids don’tjust hear and play or consume aproduct or brand. It is all about theexperience at KidZania, and the childrencan build, smell create, examine,prepare, design, paint, drink, deliver,buy, sell and even eat brands.KidZania brings brands to life andbrands add authenticity to the experience.With the target audience fullyparticipating in a “brand experience”,they will have a better understandingof the company, its products and the

type of experience they will receivewith this partnership.