Branded Play At KidZania

Branded Play At KidZania
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KidZania is a faux town where kids dress up like professionals and exchange currency in a brand-saturated environment.

Timothy Ryan, PSFK Labs
  • 15 april 2011

KidZania is a multinational chain of family entertainment centers, where kids ‘learn while they play’, trying out different professions that have been downsized and simplified in ways that are just downright fun. Children can dress up as surgeons, detectives, journalist, miners and radio hosts, while actually playing the part in a faux town the size of a soccer field. While kids are exchanging KidZos (official park currency) for burgers and makeovers, a bank teller is overseeing ATM withdrawals (each kid is given an ATM card and an account) and a journalist has got the latest scoop.  A mock Congress of 14 children discuss the day to day operations of the park, while a construction crew in the Dubai KidZania fittingly erects a 25 foot tower, hoists and harnesses in all. At the planned KidZania in Santiago, Chile, children can pretend to be Chilean miners.

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