This page contains a Flash digital edition of a book.
(Above left) Withdrawing their kidZos; (right) the fi refi ghters tackle a blaze at the KidZania hotel. This is so realistically done that many children believe the building really is on fi re


KidZania Kuala Lumpur for instance, where the marketing team has secured more than RM50M (£10.3m, 12.4m, U$16.4m) in sponsor-partnerships, you will fi nd CIMB bank, Sony photo lab, Sushi King Sushi Bar and a Honda car dealership. In keeping with this, AirAsia is the sponsor of the check-in counter at the entrance to the attraction, where visitors receive their boarding passes to enter. The area is themed realistically to look like an airport check in, with no theming for KidZania, so I was slightly confused as to whether I was in the right place or not. Once I’d established that I was, buying a ticket was simple and good fun and the staff were enthusiastic, eager to help and engaged with my daughter from the offset.


SECURITY Security – especially where children are involved – is a major concern to parents in Malaysia. In KidZania, children have to leave their parents’ side to try out the different jobs on their own, so this could present a headache for the operators. The problem is solved by making all adults and children (children have to be accompanied by an adult and vice versa) wear an electronic wristband that contains information about each visitor. Reassuringly, no one can leave the attrac- tion without the person they came with.


ROLE PLAY In its marketing literature, KidZania is variously described as “a nation where children can lead independent lives”, an attraction with “role-play activities spe- cifi cally designed to aid physical and


AM 2 2012 ©cybertrek 2012


intellectual growth” and a place that


“teaches children the value of equality and respect for others”. At KidZania, children don’t get to create


their own stories. Instead they experience playing at adult jobs in an adult world at the instruction of Zupervisors, who tell them what to do and when. To fulfi l the aims of KidZania’s mission statements, I’d like to see more role playing that is insti- gated by the children and encourages them to use their imaginations, rather than being hand-held through the experiences.


FOOD AND BEVERAGE I’m getting increasingly despondent with food and beverage offerings in theme


“I’d like to see more role playing that’s instigated by the children and


encourages them to use their imaginations”


parks. Is it too much to expect a cheese sandwich on brown bread or a salad? Despite KidZania raising the bar in terms


of the standard of visitor attractions in Malaysia, it seems the F&B outlets have chosen the well-worn path of deep fried and fast. I asked the F&B manager about alternative options and he assured me that


The site sits within retail mall The Curve Read Attractions Management online attractionsmanagement.com/digital 57


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