KidZania keeps innovating and will launch a brand new App and GameZ to enhance visitors' experience.
KidZania Innovations National A-02
Best Metropolis Award
I.Z.O. recognized KidZania Kuwait as the Best Metropolis award in 2018.
State B-05
KDDI and KCJ Group Partnered to Strengthen KidZania's Positioning and announced a third KidZania Metropolis in Japan.
KidZania Nagoya is Announced Metropolis C-08
KidZania, January 2019
Year 20 / Number 12 k i d z a n i a
n e w s
b u l l e t i n
KidZania Opens a New Metropolis in Guadalajara Hernan Barbieri Ministry of State
A group of children led the activities of this celebration by performing roles as journalists, masters of ceremony, flag bearers and representatives of different professions throughout the event. Xavier Lopez Ancona, President of KidZania, mentioned: “In the eve of our 20th anniversary and with a constant international growth, our presence in the Americas will be strengthen with the openings of KidZania Guadalajara, KidZania Costa Rica on December 11th, and in 2019 with our entrance to one of the most competitive
Furthermore, similar to the recently founded KidZania Guadalajara, KidZania Costa Rica will be an extra small format facility of 4,500 m2 of footprint, that will also incorporate the KidZania 4.0 model, featuring 75 role-playing activities in 34 establishments and 6 points of sale.
markets in the world, the United States.” Moreover, KidZania Guadalajara will be the first small format facility, new scheme which will allow KidZania to enter cities with a lower population density and continue with its national and international expansion. Regarding the features that will differentiate KidZania Guadalajara, Maricruz Arrubarrena Ocejo, Governor of KidZania Mexico, stated: “KidZania Guadalajara not only will strengthen our presence in the West of Mexico, but it will also be the first facility to include the KidZania 4.0 model, a group of initiatives that aim to renew the company’s concept, reach a broader audience, as
environment that will help them to gain expertise, think, analyze and "learn by doing".
The two-day celebration concluded with the ribbon cutting ceremony, where the Mayor of Zapopan, Pablo Lemus Navarro, along with his kids, joined Xavier Lopez Ancona to welcome families, students and media to this brand new KidZania City.
KongratZ for your Foundation!
KidZania 4.0 is Here! The date has come. After almost four years, what started as The Presidential Tour of Xavier Lopez visiting over 50 cities and more than 300 entertainment properties around the world, KidZania 4.0 has
The next day, Rodrigo Uribe, Hernán Martinez, President of Cuestamoras Urbanismo, Xavier Lopez Ancona and representatives of the Ministry of Education, as well as several children gathered to cut the opening ribbon at KidZania Costa Rica’s airport to officially welcome families, students, friends and journalists to this new facility.
well as enrich the KidZania experience for our visitors in the upcoming years.”
With a footprint of 4,300 m2, 5,696 m2 of construction and over 50 establishments wit h 7 0 ro l eplaying activities for children aged 1 to 14. KidZania Guadalajara officially opened it s d o o r s o n December 7th, 2018.
Gilberto Guido Ministry of Culture
As of December 12th 2018, Costa Rica became the 26th KidZania Metropolis to officially open its borders to children and families.
KidZania Costa Rica Opens its Borders!
The new facility located at Oxigeno Human Playground in the district of Heredia will be the first KidZania City in Central America.
KidZania Guadalajara, located at Plaza Patria, will be the first facility to include the innovations encompassed in the KidZania 4.0 model. It is the 4th facility in Mexico and 25th worldwide. The Foundation Ceremony of the new KidZania City was celebrated on December 5th, with the presence of local government authorities, Industry Partners, representatives from the different KidZania States around the world, collaborators and media.
Hernan Barbieri Ministry of State
become a reality in the two facilities that opened in 2018: KidZania Guadalajara and KidZania Costa Rica. KidZania 4.0 is the new milestone in KidZania’s evolution which summarizes the creation of 60 signature establishments and activities targeting toddlers, tweens and adults, an enhanced learning experience with the inclusion of more than 400 learning boards
Celebrations for this new facility started on December 11th at a joyful and moving Foundation Ceremony in which Rodrigo Uribe Saenz, CEO of Cuestamoras; Ms. Rosa Adolio, Costa Rica’s Administrative Vice-Minister of Education and Xavier Lopez Ancona, President of KidZania, shared with the attendees their excitement for welcoming a new Metropolis and bringing the KidZania Concept, a perfect blend between learning and entertainment, to Costa Rica. Several KidZania Franchises also participated during the ceremony. Also, KidZania
Sao Paulo, KidZania Dubai, KidZania Kuala Lumpur, KidZania Jeddah, KidZania Santiago and KidZania India, to name a few, sent their best wishes to the new Metropolis through a recorded kongratZ video and welcomed KidZania Costa Rica to the KidZania Nation. On behalf of Cuestamoras, Rodrigo Uribe Saenz, the company’s CEO mentioned: “Without a doubt, KidZania Costa Rica will help to prepare great global citizens! By participating in role-playing activities, boys and girls will learn about different careers within an innovative
and interactive exhibits, a completely new software dedicated to boost the efficiency in our operations, a mobile app which will improve our visitors experience and, most important, a new back of house space designed for our collaborators to have a nicer environment to work. In 2019 more KidZania facilities will open with the 4.0 contents and many of the currently operating facilities are expected to move gradually into the 4.0 program.
To conclude the celebration, Zupervisors and a group of kids, joined the RightZKeepers in a special performance to celebrate this milestone and invited all the guests to enjoy this new KidZania City for the first time. KongratZ KidZania Costa Rica and Get Ready for a Better World!
Section A-02
NATIONAL January 2019
President´s Letter Xavier Lopez Ancona Presidency
With 71.8 million visitors, 26 Metropolises founded and 11 more under development, the KidZania Nation continues growing and gaining more recognition as a global leader in learning and entertainment; thus, our responsibility to keep innovating and improving is greater each day. Four years ago, KidZania started an exhaustive investigation to identify good practices by visiting 350 theme parks and family entertainment attractions in 52 cities in 35 countries. This was the beginning of a thorough research and development process that led to the creation of KidZania 4.0, initiative that was officially launched on December 5th 2018, along with the foundation of KidZania Guadalajara. KidZania 4.0 was developed with four major objectives in mind: offer a better experience to our visitors, strengthen the relationship with our collaborators, become a more sustainable business and expand our growth opportunities. In order to attain these goals, several operational and organizational amendments were made.
KidZania App and GameZ will Enhance Visitors’ Experience Gilberto Guido Ministry of Culture KidZania is constantly looking for ways to enhance the service and experience delivered to customers. By developing a Visitors’ App, KidZania will offer them personalized content, as well as detailed information that can be useful to make the most of their visit. The KidZania App Launched in December 2018 along with the foundation of KidZania Guadalajara. This version currently encompasses four main sections: User Options, Facility Information, City Navigation, and About KidZania.
We will strengthen the relationship with our collaborators by developing an improved back of house area, by redesigning our training platform, the University of KidZania, and with the creation of a collaborators’ App that allows them to have a more efficient planning and receive timely communication related to their everyday duties.
In December, we welcomed KidZania Guadalajara and KidZania Costa Rica to the KidZania Nation! These two new Metropolises are our first operating small and extra-small facilities; formats that will allow us to bring the KidZania Concept to cities with a lower population density and expand our global footprint. Furthermore, we’ll soon launch KinesiZ, a concept based on wellness that will definitely increase our growth opportunities in different markets. All these transformations and innovations wouldn’t be possible without the hard work of our teams at Central Government and KidZania Mexico. Many ZanKs to all for your effort and commitment! ZanK-U to all our franchises for being one of our greatest assets, and for inspiring us to keep innovating and growing. In 2018, our Metropolises in Bangkok, Mumbai, Kuwait and Cairo celebrated their 5th Anniversary; and KidZania obtained several accolades that recognized our unique and innovative approach towards experience-based learning and family entertainment.
In the first section, visitors can create an account, select their preferred facility, buy tickets and register information of their visiting group. Once a profile has been created, app users can access relevant data like operating hours, prices, souvenirs, coupons, location, contact information, promotions, events in the Facility Main Information menu. Later on, visitors can easily navigate through the KidZania Metropolis of their choice by accessing the City Navigation search engine, where they can find a map with information and location of all the establishments, points of sales and services that can be found at the Facility. This section also includes a search option for a faster and more efficient exploration of the premises.
New role-playing activities featuring the professions of the future, updated insignia establishments, the RightZKeepers’ Neighborhood and the KidZania App will help us to enrich and improve our visitors’ experience.
In order to achieve a more sustainable company, more compact facilities were designed with the purpose of reducing investments in design, construction and equipment. Moreover, in 2019, FourZ, our new operating system will be implemented.
GameZ This year KidZania launches two new games for children and adults to play both inside and outside of KidZania!
We are excited to see what new projects will the New Year bring and how KidZania will help to ignite the hearts and minds of more kids all over the world and inspire them to make the world a better place.
Our second app, GueZZ, also debuted both for Android and iOS. It features the game GueZZ, an all-family fun game in which players have to guess the word on-screen based on the performance, description or even singing of their peers, guess as many words as you can! GueZZ is perfect for playing while queuing for your favorite activity in KidZania or even at any moment outside of KidZania.
Finally, all visitors can enrich their knowledge of the KidZania Nation at the About KidZania menu, where they can learn more about the KidZania Ztory, RightZKeepers, language, global locations, and culture of KidZania.
KidZania is Recognized with Several Accolades 1. KidZania Bangkok 2. KidZania Cairo 3. KidZania Cuicuilco 4. KidZania Delhi 5. KidZania Dubai 6. KidZania Jakarta 7. KidZania Koshien 8. KidZania Lisbon 9. KidZania Manila 10. KidZania Monterrey 11. KidZania Moscow 12. KidZania Mumbai 13. KidZania Santiago 14. KidZania Sao Paulo 15. KidZania Tokyo
Patricia Velasco Ministry of Communications KidZania strives for excellence and for providing an unforgettable learning and entertainment experience for its visitors worldwide; hard-work that has been recognized with several awards throughout 2018, some of these include:
A special kongratZ to KidZania Kuwait and KidZania Monterrey for obtaining the IZO:K Certification and to KidZania Kuwait for receiving the Best Metropolis Award 2018 during the Top Management Zummit “TransforNATION” held at Guadalajara in December. Looking forward, 2019 will be a great year for our Nation. Five KidZania Metropolises will open their borders to tourism: KidZania Doha, KidZania Johannesburg, KidZania Dallas, KidZania Abu Dhabi and KidZania Surabaya. Moreover, KidZania Santa Fe and KidZania Monterrey will be renovated and these will be the first operating facilities to run the KidZania 4.0 model.
FactZ is a new game inside of KidZania App in which players can find fun and amazing facts by searching, discovering and scanning with their camera special beacons hidden across the city. From facts about firefighters, to facts about restrooms, FactZ expands KidZania’s learning experience to a digital form available not only for the little ones, but for adults too!
Global RLI Awards In May 2018, KidZania was named “Global Leisure Operator of the Year” at the 13th Global RLI Awards ceremony in London, an evening of recognition and celebration for the most innovative and imaginative retail and leisure concepts across the globe, which reflects the company’s deep commitment to offering a world-class service and quality across all the locations where it operates.
TripAdvisor Certificates of Excellence In its 2018 edition, 15 KidZania Metropolises around the world were recognized with the Certificate of Excellence from TripAdvisor, prestigious accolade that acknowledges consistent great service in the hospitality and leisure industries, based on the reviews given by its users. Certificates of Excellence The proud winners of 2018 include:
More remarkable, 3 KidZania Metropolis were recognized as part of the Hall of Fame, a special category given to businesses that have received a Certificate of Excellence for five consecutive years. 1.KidZaniaBangkok 2.KidZania Dubai 3.KidZania Santiago
Best Mexican Companies KidZania has been awarded with this accolade for the last 8 consecutive years. It has also been granted with the Platinum Business category along with 12 more companies from the IT, construction, manufacturing, and service sectors. The Best Mexican Companies award is granted to companies that have demonstrated an outstanding business performance, as well as a thriving financial situation.
KidZania India Earned 13 Awards! There is no substitute for hard work and KidZania India is a clear example of this! KidZania India continues collecting more accolades that recognize their outstanding work in edutainment and their commitment to empower, inspire and prepare children to become great global citizens. Throughout 2018, KidZania India received 13 recognitions awarded by different media outlets, marketing, education and entertainment institutions.
January 2019
The KCB Tool Provides Insightful Learnings About Children L ucero L opez KidZania Census Bureau
When I Grow Up? Currently implemented in 9 KidZania Metropolis, the KCB tool contributes to get a deeper understanding of children in the different regions where KidZania operates. This research platform allows to get valuable insights like kids’ likes, dislikes, and even what do children want to be when they grow up.
Furthermore, another relevant insight shows that children who mentioned a preferred profession in the entry surveys, reinforced their choices after their visit.
these problems from their perspective. Only 52% out of the 1,864 interviewees from 6 different KidZania States knew about the existence of hurdles that may affect them.
Otherwise, the percentage of indecisive children diminished after visiting KidZania, since the number of “Don’t Know” mentions in the
Concerns in Mexico were more focused on insecurity and the environment, while children in KidZania Santiago and KidZania Cairo cared about children/family violence and in the case of Chile, they are worried about their parents’ death. Meanwhile, kidnapping and bullying where the main concerns in KidZania Kuala Lumpur. Finally, Turkish children showed the highest
A New National Archive was Launched Victor Aguirre KidZania National Archive
The National Archive is a platform developed by KidZania’s Central Government to identify, acquire, select, file and manage all the documentation of the KidZania Nation. Its operation is part of Talent Learning, along with a team devoted to constantly reviewing, uploading and updating all its content.
Children who visited KidZania Cities in Mexico City (Santa Fe & Cuicuilco), Monterrey, Santiago, Sao Paulo, Kuala Lumpur, Cairo, Bangkok and Istanbul where interviewed regarding their professional aspirations before and after their experience at the corresponding facilities. Answers where quite uniform in all the participant countries. The top 10 professions in all regions included mostly “traditional” professions like police officer, veterinarian, soccer player, and teacher; while doctor was among the top 3 choices in all cities. Children in KidZania Santiago and KidZania Sao Paulo were the only ones that mentioned YouTuber as a desired profession, response that make sense in the latter, since KidZania Sao Paulo opened a role-playing activity in collaboration with the Neto Brothers in 2018, in which children could become vloggers for a day. These findings allow KidZania States to know children’s interests and aspirations, and hence develop or modify role-playing activities at their facilities that can be appealing and exciting for local kids.
Its main objective is to share a wide collection of reference documents with all the members of the Nation in a timely and effective manner.
exit surveys decreased in all regions; proof of how KidZania assists in broadening children’s horizons regarding the possible professions they could pursue in the future.
Global Childhood Problems KidZania’s objective was to identify if children were aware of the difficulties that children may face globally, an d learn whic h wer e
Moreover, this platform promotes the standardization of documents and therefore, the operative alignment of all KidZania States.
From that percentage, the top 5 difficulties that were identified are: children/family violence, health related issues, insecurity/kidnapping, environmental problems, wars, poverty and economy. However, the breakdown per city shows that the top concern of children is highly influenced by their surroundings.
index of awareness towards the problems that surround them. Also, even though war and economy were mentioned by some franchises as a hurdle, only in Turkey these problems were identified as the top concern for children. This awareness may be related to the extensive coverage on local media outlets about local economic and political conflicts.
B•KidZanian Program Grows in 2018 Rafael Dives Ministry of CitiZenship
Marcela Viñals Ministry of Citizenship
More CitiZens and the Launching of New Initiatives!
Five New Metropolis Joined B•KidZanian during 2018
In 2018, the B·KidZanian program surpassed 1 million CitiZens, increasing its reach worldwide each year. Moreover, two new initiatives were developed throughout the year, in order to ease and improve communication with CitiZens and their parents:
• Creation of E-Mail Meta Template that gives a friendlier, easier modular scheme for franchises to create their e-mails under a standardized brand image. • Development of journeys to create relevant step by step orchestrated communication focused on behavior of established buyer personas.
With a total of 1,191,194 KidZanians worldwide, the B·KidZanian program currently includes 19 out of 26 operating facilities. KidZania Istanbul, KidZania Jeddah, KidZania Kuwait, KidZania Guadalajara and KidZania Costa Rica were the 5 Metropolises that joined in 2018, reinforcing their commitment towards encouraging children to become committed global citizens. KidZania Istanbul joined in May and has more than 2,700 CitiZens up to date.
KidZania Jeddah joined in October and has more than 1,100 CitiZens up to date. In that same month, KidZania Kuwait joined B·KidZanian and has more than 3,800 CitiZens up to date. KidZania Guadalajara and KidZania Costa Rica joined in December. KidZania Guadalajara already has more than 3,800 CitiZens and KidZania Costa Rica more than 2,100. Both facilities launched the program in their first day of operation and in both cases, the program has been a huge success since then with high demand every day. We are proud to receive them in our loyalty program, confident that it will help to increase their repetition and revenue.
Section A-03
The updated version of the National Archive, launched on May 21st 2018, is structured according to the KidZania Guidelines and each user can browse and check a broad collection of reference documents that might help them to solve everyday queries. The current version of the National Archive started with 169 registered users from Central Government and several KidZania States. Currently, the National Archive has 270 users and over 40,000 files have been downloaded in the last 6 months.
Section A-04
January 2019
KidZania Digital Updates Luis Orozco Ministry of Communications In 2019, KidZania reached important achievements in the digitization process that was set a few years ago. T h e s ucce ssfu l migration to the new CMS that several of our franchises implemented in alignment with our Global Website, reflect a new design and improvements in the ways of presenting information and content for all our stakeholders.
DR. Ger Graus OBE
Ministry of Education
S inc e it s f o undat io n, KidZania has been committed to offering an experience of playful learning to all its visitors. When children “learn by doing”, KidZania contributes to raising and widening children’s horizons by integrating the world of schooling with real life and by adding purpose to the curriculum.
A New Merchandising Collection Arrives to KidZania Jose Fernandez Ministry of Commerce
KSLP created a brand new Merchandising Collection to have a more cohesive look and feel in National Stores and KidZania Shops worldwide. Based in four main design elements including the RightZKeepers’ face, name, signature and color; and the KidZania logo. This new collection has 120 items, plus
Experience Based Learning, a Key Ingredient at KidZania
250 additional products that are currently under development to be launched in 2019. The top 50 items from the previous collection have been re-designed with KidZania’s new logo, product quality has been upgraded and costs were reduced up to 40% versus previous collections. Furthermore, in 2018 we gave a warm welcome to our guest brand, Imaginarium, with over
80 SKUs focused in role-play, science and technology, arts, and toddlers. This brand is a great fit for KidZania, since it also combines fun and learning, with maximum quality and safety guarantees. In the case of redemption merchandising, a sourcing strategy has been developed allowing each facility to choose from over 2,000 items to create their own assortment and drive repetition.
Global Education Forums In an effort to share KidZania’s pedagogical approach, Experience based Learning, KidZania Dubai, KidZania Sao Paulo, KidZania Manila and KidZania Istanbul hosted Education Forums throughout 2018. The main objective of these events was to create a space to encourage the conversation between KidZania, Government Education Authorities, and educators in general, while discussing general learning trends as well as the differentiating factors of KidZania’s Experience Based Learning approach, in a dynamic, relaxed format.
New KidZania Collection
Imaginarium Collection
KidZ ania’ s Educ at io n Forums were a great opportunity to strengthen the engagement with current and potential Industry Partners. In the specific case of KidZania Is t anbul , t h is event generated introductions with 15 new companies, plus an extensive media coverage with an Ad Equivalence of US$ 28.2K and a Media Reach of 1.2 million. Educational Conferences Under the heading “Children can only aspire to what they know exists” KidZania has participated in a wide range of conferences such as: BETT London, BETT MEA, BETT Educar,
IPEN (International Positive Education Network) Conference at Dallas, EdEx Qatar, Global Education and Skills Forum (GESF) in Dubai, UAE, the British Schools Middle East Conference (BSME) in Abu Dhabi, EdCrunch in Moscow, WISE New York and INC Monterrey, a forum organized by Tecnológico de Monterrey, one of the most prestigious private universities in Mexico . Global Partnerships KidZania has also been exploring p o te nt i a l partnerships with NGOs and global learning initiatives, such as the Organization for Economic Cooperation and Development (OECD), Ashoka’s Global Cha n g e Le a d e r s, J u n i o r Achievement, WISE Initiative and P21 (Partnership for 21st Century Learning), in an
attempt to create a new learning ecosystem that fosters a more holistic ap p r o a c h f o r f u t u r e generations of learners, at an early age, about the world of tomorrow and adding purpose to education and schooling. By participating in these initiatives and forums, KidZania reinforces its commitment to create learning frameworks that empower children and promote the acquisition of knowledge and skills needed to thrive in today’s and tomorrow’s changing world. In 2018, Dr Ger Graus OBE was awarded an Academic Leadership role (Honorary Professorship) in Experience Based Learning at Tecnológico de Monterrey.
STATE
January 2019
KidZania Kuwait is recognized with the 2018 Best Metropolis Award Hernan Barbieri Ministry of State
During the Top Management´s Zummit 2018´s gala dinner held in Guadalajara, among representatives of KidZania’s Central Government and from several KidZania States, the Institute for Ztandards Observance (I.Z.O.) recognized KidZania Kuwait with the 2018 Best Metropolis Award. This accolade acknowledges leadership, strategic planning, talent management, customer satisfaction, corporate social responsibility, compliance, operations and outstanding performance during 2017. Abdelkouddous (AK) Al-Hasani, KidZania Kuwait´s Business Alliance Manager, received the recognition on behalf of the thirteenth KidZania facility
Section B-05
KidZania Welcomes State Governors and Ministers With our Nation’s constant changes and expansion, new officers come on board and take the responsibility of representing KidZania in each of their markets. Meet the newlyappointed government workers that will lead KidZania to continue to excel as the world’s most successful edutainment concept in the world.
that opened in June 16th, 2013; Metropolis characterized for having collaborators from over twenty nationalities and a steady operation.
Jorge Guisasola COO KidZania Mexico
Matthew Luckett CEO KidZania Russia
Ms. Sung-Keum Choi CEO KidZania Korea
Ahmed Habib CEO KidZania Egypt
Greg Stevens CEO KidZania USA
Damien Latham CEO Emaar Entertainment
Sean A. McCullough COO KidZania USA
Tom McMenamin CEO KidZania UAE
Diego Barrantes CEO KidZania Costa Rica
This year, KidZania Kuwait and KidZania Monterrey were the only two eligible candidates for this recognition, since a mandatory requirement to be considered for this award is having received the I.Z.O:K Certification; certificates that were also delivered to these Metropolises at the same gala dinner.
Juan Ignacio Dominguez CEO KidZania Chile Pedro J. Escudero CEO KidZania Portugal Alberto Marcos COO KidZania Portugal
Ghaith Azzam CEO KidZania Saudi Arabia Amir H Azizan CEO in TARH KidZania Kuala Lumpur & KidZania Singapore Herdiyan Wiguna CEO KidZania Surabaya
KidZania Annual Zummits Encourage Nationwide Participation The 2nd Commercial Zummit Gathered Representatives from 17 KidZania States
Patricia Velasco Ministry of Communications
Held in KidZania Istanbul from September 12th to 15th, the 2nd Commercial Zummit assembled Commercial, Marketing, Group Sales and Industry Partners Managers and Directors from 17 KidZania States.
KidZania’s Top Management Zummit Promoted a “TransforNATION” Central Government is committed to providing forums in which Franchises will benefit from Nationwide knowledge and expertise to maximize attendance and revenue.
Guadalajara, Jalisco was the perfect setting for this Top Management Zummit, and from December 7th to 9th, 60 representatives from several KidZania States and Central Government discussed kool ideas, experienced the innovations encompassed in the KidZania 4.0 model and celebrated the foundation of the 4th Metropolis in Mexico, KidZania Giadalajara, the 1st KidZania City in a small format.
The content for the 2018’s Commercial Zummit was specially designed listening to the feedback and comments from last year’s KidZania Regional Commercial Zummits, where the participating KidZania Commercial Teams highlighted the importance of having one KidZania Commercial Zummit where teams from all regions were able to share kool ideas and discuss the inclusion of KidZania 4.0 Content.
As part of the agenda, all attendees had the opportunity to visit Tequila, Tlaquepaque and Guadalajara’s Historic downtown; tours that showcased not only traditional drinks like tequila, folkloric dances, and arts and crafts, but also baroque and colonial architectural landmarks. Following this goal, the 2018 Top Management Zummit “TransforNATION” was designed for C-level (CEOs, CFOs, COOs, Presidents and Business Owners) leaders from all our KidZania Franchises to share the company’s long term vision and support overall business goals.
A t t h is gat h ering, t h ey proposed and shared practical solutions to attain sustainable development through four main areas: marketing to drive family attendance, securing and servicing Industry Partners, maximizing group sales revenues and leveraging content and research resources.
Overall experience for the 2nd KidZania Commercial Zummit edition improved its results in terms of location, organization, topics and workshops amongst others. ZanKs KidZania Istanbul for hosting this event. Your commitment and hard work were essential!
Section B-06
January 2019
Global Schools’ Materials were Launched to Enhance Communication with Teachers and Parents Angeles Escobar Ministry of Tourism
In 2018, the Commercial Teams at the Commercial Zummit in Istanbul, witnessed the launch of the first Global Schools’ Sales Materials including the Teachers’ Guide, the Schools’ Brochure and the Parents’ Guide.
These materials were created by the Ministry of Tourism and the Ministry of Cultural Heritage aiming to offer tools to the Sales Teams to better communicate the essence of KidZania’s Experience to Teachers and Parents. The Teachers’ Guide explains how our pedagogical model encourages, develops and reinforces children’s expertise,
Global Industry Partners
skills and values through rolemodeling and role-play, by providing powerful experiences and meaningful learning opportunities. General and Specific Learning outcomes are addressed, as well as practical recommendations and tips to make the most out of a School Visit.
Gustavo Roman Ministry of Industry
Over the past 19 years, KidZania has developed alliances and collaborations with more than 950 different Institutions. KidZania is rapidly becoming a proven, viable concept that gains credibility and increases its value in a new market through the equity and reputation of the leading multinational and domestic brands it associates with.
The Schools’ Brochure is a “short and sweet” material that includes a quick description of the KidZania Concept and benefits.
It is not just about KidZania anymore, but KidZania as a host of other leading corporations. Finally, the Parents’ Guide provides with the information that parents and guardians must have before their children visit KidZania, highlighting the Learning, Safety and Activities available in our Facilities. These materials together with the K.I.D.Z. Schools’ Manual are available in the National Archive for every KidZania around the world to adapt them locally and make the most out of them.
KidZania’s New Variable Programs and Venue Fernanda Collado Ministry of Cultural Heritage
Variable programs are a great way to offer seasonal content, attract new visitors and increase repetition. As part of the KidZania 4.0 strategy, the Ministr y of Culture focused on redesigning the top performing programs, based on popularity and profitability. As a result of market research and benchmarks, four signature programs were chosen: • Greener World • Entrepreneurship Camp • Halloween • End of the Year Furthermore Variable Programs have a New Venue! Having a large and exclusive area to accommodate the main attractions of our variable programs, without disrupting common areas, is ideal to really take these to
their full potential. For this reason, the Expo Center has been designed with specific features that will allow to make the most out of this space. A great addition of the KidZania 4.0 model is the new Expo Center; a venue that can accommodate a number of activities and programs along the year according to different seasons. Designed and built to look like an Expo Center or Stadium, the new venue was planned to be the ideal location for seasonal activities to happen. The facade and interiors can be adapted to transform the space according to each seasonality. The Expo Center can also be used for other Variable Programs, but it also serves as a great area for private events, B-Day Parties or school groups seating.
As of 2018, KidZania has collaborated with many renowned, multinational brands, developing fruitful win-win collaborations that have encouraged these companies to be present in several KidZania States worldwide.
Unilever Facilities: 12 Monterrey, Santa Fe, Cuicuilco, Lisbon, Singapore, Mumbai, Delhi, Istanbul, Jeddah, Manila, Kuala Lumpur, Jakarta Role-play establishments: 15 POS: 5
DHL Facilities: 9 Santa Fe, Monterrey, Cuicuilco, Kuwait, Cairo, Mumbai, Dubai, Delhi, Guadalajara Role-play establishments: 9
McDonald’s Facilities: 7 Santa Fe, Monterrey, Lisbon, Dubai, Kuala Lumpur, Bangkok, Manila Role-play establishments: 7 POS: 6
Ferrero Facilities: 6 Dubai, Kuwait, Mumbai, Delhi, Moscow, Guadalajara Role-play establishments: 7
Johnson & Johnson Facilities: 5 Manila, Singapore, Tokyo, Jakarta, Lisbon Role-play establishments: 5
Pepsico Facilities: 5 Dubai, Kuwait, Moscow, Cuicuilco, Santa Fe Role-play establishments: 7
Nestlé Facilities: 4 Cuicuilco, Santa Fe, Monterrey, Manila Role-play establishments: 9 POS: 5
METROPOLIS
January 2019
KidZania Doha, the 27th KidZania Metropolis will Open in Q1 2019 Hernan Barbieri Ministry of State
At the heart of Aspire Park, KidZania Doha hosted a site visit and progress observation ga t he ri ng for Industr y Partners and the Qatari Business Community on April.
Ric Fearnett, Governor of KidZania Doha; Victor Jabbour, Industry Partner Manager; and Dr. Ger Graus, KidZania’s Director of Education presented the development progress of this KidZania Metropolis and lead a tour of the premises, where attendees got a sneak peek of the 4,585 sqm facility at the site progress visit.
Section C-07
KidZania Johannesburg will Open its Doors in 2019
Hernan Barbieri Ministry of State
In 2018, KidZania Johannesburg experienced important milestones as part of their preparation to its upcoming foundation in Q3 2019. KidZania Doha has signed partnership agreements with many public and private institutions, including Qatar Airways, QNB, the Ministry of Economy and Commerce, Qat ar N at io nal L ibrar y, Rayyan Water, Al Motahajiba, Jotun Paints, Abdul Samad Al Qurashi and Fairytale Salon.
Fuselage Arrival The first one was the arrival of a Boeing 737 fuselage to its final destination at the Fourways Mall in Johannesburg, the
The foundation of KidZania Doha is scheduled for Q1 2019. This facility will host 40 establishments, 8 points of s al e and ex pec t s an attendance of 220,000 visitors per year.
largest city in South Africa. This key moment was also leveraged as an opportunity to generate an extensive media coverage with 112 articles, as well as encouraging buzz and excitement among the local population towards the arrival of KidZania to this city.
Ngobeni, Governor of KidZania South Africa and CEO of Alpha Investment Group; as well as Xavier Lopez Ancona, President of KidZania; hosted an event to present the project among Industry Partners, government authorities and media outlets.
Launching Event In order to officially announce the upcoming foundation of this brand new KidZania Metropolis, on April 12 th, 2 0 1 8 , H e r m a n M a sha b a , Johannesburg Mayor; David
At this gathering, they also highlighted the importance of public and private sector partnerships aiming to empower South Africa’s youth, develop new businesses and create more jobs in this country.
KidZania Prepares its Arrival to the United States KidZania Chicago After a 1,200 miles excursion from Sanford, Florida, a Boeing 737 landed at Oakbrook Center, future home of KidZania Chicago, on September 2018. The 15-ton, 68-feet long, decommissioned aircraft, arrived at its final destination, where it will be
Hernan Barbieri Ministry of State
2019 will be a great year for the KidZania Nation since it will enter one of the largest markets in the world, the United States. This will be a great opportunity to bring one of the most innovative family entertainment concepts in the world to the American population. KidZania Dallas KidZania Dallas is getting ready to open its borders to tourism by Q3 2019. The construction site is progressing and its airplane fuselage has been installed. Furthermore,
KidZania will soon open its second location in Indonesia. Surabaya, port city on the Indonesian island of Java is the second largest city in this country with a population of over 3 million
KidZania Chicago will be set to open by 2020.
this facility hosted an Industry Partners' Luncheon on October to strengthen its communication with current and potential Industry Partners, and updated them on the progress of this specific facility.
Kai Surabaya! Welcome to the KidZania Nation Hernan Barbieri Ministry of State
refitted to host role-playing activities such as the aviation academy, where children will have the opportunity to become pilots and cabin crew, and learn about these professions.
and was selected to be the home of a new KidZania Metropolis. Grand Sungkono Lagoon is the mall where KidZania Surabaya will be located. This venue is currently under construction and nowadays the retail space has a progress of approximately 20%. KidZania Surabaya has already signed agreements with several Industry Partners and will offer 45 establishments, 8 points of sale and a total area of 5,169 m2 to an expected attendance of 280,000 visitors per year.
KidZania New York The opening of the third KidZania facility in the U.S. is scheduled for 2021 at the American Dream Mall in New Jersey. This new concept of mall is a clear example of the evolution of retail, since 55% of the venue will be dedicated to entertainment attractions and only 45% to shops and dining. KidZania New York will receive 650,000 annual visitors and will offer 51 establishments and 8 points of sale that will host several role-playing activities for children aged 1 to14.
KidZania Lands in Abu Dhabi! Hernan Barbieri Ministry of State
KidZania Abu Dhabi’s airplane fuselage arrived at Yas Mall on November 2018. This key milestone represents a step closer towards the upcoming foundation of the first KidZania venue in Abu Dhabi in 2019.
Operated by Emaar Entertainment, this new facility will be located at Yas Mall and will offer 43 establishments and 8 points of sale in an area of 5,875 m2 to visitors, where children aged 1 to 14 will be able to enjoy a unique learning and entertainment experience.
The second KidZania Metropolis in the UAE will strengthen the presence of the company in the Middle East and will surely become a most-visit family entertainment attraction in this city.
Section C-08
January 2019
KDDI and KCJ Group Partnered to Strengthen KidZania’s Positioning in Japan and Announced KidZania Nagoya Hernan Barbieri Ministry of State
KCJ Group Co., Ltd., KidZania’s operator in Japan, and KDDI Corporation, mobile carrier company, will work together to further create edutainment experiences that will enrich children’s future in that market. As Makoto Takahashi, President and Representative Director of KDDI, mentioned: “With this partnership, we’ll combine KCJ Group’s experience
Einosuke Sumitani, President and CEO of KCJ Group stated: “Through an allembracing partnership with a top-level information and communication company as KDDI, and by actively incorporating a global business perspective, we are aiming to assist in the development of the generation that will be in charge of the next era, and will be capable of contributing to the international community in a positive way.”
in edutainment and KDDI’s exp ertise in ad van c ed technologies to support the empowerment of children, nurture their curiosity and encourage them to learn about the world of work in a fun way.” This extensive partnership fo c u ses o n three key o b jec tives. First , b ot h organizations will originate learning opportunities that will encourage kids to develop their skills through advanced technologies, like 5g or the Internet of Things (IoT).
Moreover, these new roleplaying activities will further improve the experiential value of all the establishments at KidZania Japan.
institutions and develop re g i o n a l p r o g r a m s t ha t hi g hli g ht traditional industrial experiences in this territory. Furthermore, both organizations will encourage the collaboration between ad va n c e d te c hn o lo g i e s and primary industries in role-playing activities that emphasize on the best features of every sector, while delivering top-quality edutainment experiences for children aged 1 to14.
Another exciting result of this venture is KidZania’s expansion in Japan with plans to open a third KidZania Metropolis in this territory, in Nagoya (Aichi Prefecture), by 2020. This facility joins 11 other KidZania Metropolis in different stages of development around the world, in countries like Qatar, South Africa, France, Canada, Indonesia, Saudi Arabia, the United States, among others. Both companies will work hand in hand to continue strengthening KidZania’s positioning in Japan and continue developing edutainment experiences that will enrich their hearts and minds, while getting them ready to become committed global citizens.
This partnership also aims to contribute to KidZania’s development in Japan by promoting the collaboration with local governmental
Four KidZania Metropolises Celebrated their 5th Anniversary!
Patricia Velasco Ministry of Communications
KidZania Bangkok, KidZania Kuwait, KidZania Mumbai and KidZania Cairo celebrated 5 years of inspiring and empowering children to
become committed and exemplary global citizens throughout 2018. Celebrations included special events, promotions, and lots of fun! KongratZ to all and keep working towards getting children Ready for a Better World!
KidZania Bangkok March 22nd
KidZania Kuwait June 16th
KidZania Mumbai August 29th
KidZania Cairo September 16th
KidZania in the News Patricia Velasco Ministry of Communications
With a total of 7,299 online articles, KidZania was featured in several of the most renowned media outlets worldwide. Forbes, India Today, El Universal, The Asahi Shimbum, CNBC, Daily Mail, Gulf Times and Haber Turk, among others. KidZania President's visits to KidZania Johannesburg and KidZania Costa Rica, alliances with Industry Partners, KidZania’s variable programs, pro-bono visits, touristic recommendations, and KidZania’s Education Forums were some of the topics highlighted by several articles in the different territories where KidZania operates. KidZania’s consistent media presence contributes to its positioning not only among families, but also potential Industry Partners, education authorities and non-governmental Institutions.
January 2019
Rodrigo Rivera KidZania Intelligence Agency
With 26 operating facilities in 20 countries, KidZania reached over 9.1 million visitors during 2018. Families continue to represent the biggest percentage of our visitors followed by schools.
Section C-09
Section C-10
January 2019
Increase of Social Network Followers Platform
2018
2017
3,044,888
2,918,500
Luis Orozco Ministry of Communications Our digital channels kept a steady pace of growth, aligned with the new content trends in social networks. SoS Increase (%)
4%
Children Debate on the Impact of Living in a Digital World L ucero L opez KidZania Census Bureau
With more than 4 billion internet users worldwide and multiple new technological advances each year, children nowadays have grown within a digital world that have influenced the way they perceive the world, how they interact and the way they learn.
In order to better understand how children perceive this changing environment, KidZania conducted its annual CongreZZ with kids in Kuala Lumpur, Mexico City, Monterrey, Dubai, and Mumbai among kids aged 7 to 12. With the topic “the digital world and its influence in children’s education and autonomy”, the most relevant findings the 2017 edition are described as follows: Kids perceive technology as something completely natural, and can’t conceive their world without it. In the eyes of children, connectivity is essential, since it offers access to updated, dynamic information, which is available to everybody.
548,357
322,010
224,061
210,976
6%
64,276
28,682
123%
t h e v o i c e o f o u r n at i o n
Xavier Lopez Ancona President
KinesiZ Indoors is Moving Forward Miguel Vergara Ministry of National Identity
Esteban Lopez Ancona Chancellor
Francisco Ares Valdes Chancellor
Miguel Angel Luna Chancellor
Hernan Barbieri Minister of State
Sixto Uribe
70%
KinesiZ keeps evolving. This innovative concept based on learning, wellness and entertainment for the entire family shifted to an indoor version. This new format offers clear business advantages like widening venues options to shopping centers, requiring a smaller construction space and yearround operations in extreme climates.
trampolines, among other fun and challenging activities for children and adults. KinesiZ will also incorporate cutting-edge virtual reality technology and videogames th at w il l prov ide mo r e exciting experiences and enrich each visit with a wider catalogue of options to enjoy, while exercising.
3 out of 5 kids use the internet on a daily basis to search for information. Another key learning from this research is that children all over the world are aware of the difference between formal and informal knowledge and recognize the purpose of each one.
95% of children said they learn more and better when they feel the teaching method involves more fun. Kids perceive that formal knowledge (school) comes from an external agent and it is imposed by others, however they recognized it as their main source of learning. On the other hand, they identify informal knowledge as the one that derives from their curiosity to learn something new and interesting that can be obtained from several sources. Children also mentioned that the digital world is a source of multiple be ne f i ts s uc h as entertaining, learning and socialization. Specifically, children highlighted the im po rt anc e o f s o c ial communication via digital sources, since this is how the y stay co nnec ted and updated regarding so c i a l a n d c u lt u r a l developments.
KinesiZ will offer the adventure and excitement of extreme sports, while encouraging a healthier and more active lifestyle.
Minister of Finance
Gilberto Guido
Minister of Culture
Eduardo Guevara
Minister of Technology
90% of kids use digital media to keep in touch with other people, learn or do things faster. Editors Patricia Velasco Ministry of Communications
Carla Alcaraz
Ministry of Communications
Graphic Design Miguel Vergara
Ministry of National Identity
Gabriela Vega
Ministry of National Identity
Rubén Ramírez
Ministry of National Identity
This version of KinesiZ will offer a multi-functional space with physical training activities early in the morning and from 6 to 10pm. In the meantime, it will operate as an entertainment center with ropes, ziplines, climbing walls, slides and
Nonetheless, 2 out of 3 children also recognized that over e x p osur e to te chnology m igh t be risky since it may cause isolation and loss of contact with people. Because of this, kids value having options to live “true” experiences, where they can interact with others and escape from their digital isolation. Children nowadays belong to a more flexible generation, where they are eager to learn but are also overstimulated and self-sufficient. Today’s kids deal with a reality different from the one of previous generations and by getting to know more about how they perceive their world it can be easier to understand their motivations and concerns.
COMMUNITY
January 2019
KidZania’s Innovative Business and Learning Model is Featured in Forums and Books Patricia Velasco Ministry of Communications
During the past few years, Ki d Z a ni a’s i nterna ti o n al gr ow t h h a s i ncre ased significantly. This expansion ha s a ll owe d mi l l i ons o f visitors to enjoy the KidZania experience since the creation of this innovative concept in 1999. This success hasn’t gone unnoticed and has awakened the interest of different educational institutions, me di a outl ets , fe llow entertainment companies and business organizations. Due to this interest, Xavier Lopez Ancona, President of KidZania, has participated in several business forums ho s te d by wel l -k nown educational institutions like Harvard Business School, Un i ve rs i da d Ana hu ac,
Tecnologico de Monterrey, among others. Even the Graduate School division of Tecnologico de Monterrey (EGADE) launched a business case ab o u t Kid Zan ia in collaboration with Harvard University, in October. KidZania’s President also attended business and learning conferences like Foro Forbes Franquicias 2018 in Mexico City, and the IFC Education Forum “Learning for the Jobs of Tomorrow”, in Cape Town, South Africa. Besides sharing his passion for entertaining and foster learning among children at these events, Xavier featured the characteristics that make KidZania’s business model disruptive and innovative. Xavier has also been interviewed by renowned media outlets such as Forbes (Mexico edition), where he highlighted the importance of having a
The Ministry of Labor Launches KidZania WellneZZ Araceli Becerril Ministry of Labor
solid expansion strategy, which includes a thorough analysis of potential markets.
Section D-11
KidZania WellneZZ is a program launched by the Ministry of Labor in 2018 for Central Government and KidZania Mexico, with the aim of offering our collaborators healthy options to take care of their selves and build an adequate work – life balance.
KidZania has also been featured in different books. The selected topics for these publications include: the company’s vision on CSR, experience-based learning as an innovative pedagogical approach and KidZania’s business model as a success story to encourage Mexican entrepreneurs to develop their own business ideas. The titles published in 2018 are listed below:
In the case of cycling, collaborators were invited to participate in “La Etapa” by Le Tour de France in Mexico City and the GFNY in Cozumel, where they could choose between making an 80 or 160 km race. For Scuba Diving, they had the opportunity to get an Open Water Certification by PADI. In b o t h c ha lle n g e s, participants were part of a thorough preparation process, where commitment and perseverance were indispensable to reach their goals.
56 collaborators crossed the GFNY Cozumel´s finishing line, and 93 descended 18 meters in the deep sea to get the PADI certification, making 2018 the year with the highest participation in a KidZania´s challenge. “Natural Born Learners” Author: Alex Beard
“Hacerlo Bien y Hacer el Bien” Author: J. Antonio Dávila
“Experiential Learning” Author: Prof. Colin Bear
“Pinceladas de 100 Líderes Empresariales” Publisher: RHHR Group
The University of KidZania Received More Students Araceli Becerril Ministry of Labor
The University of KidZania received 60 collaborators, from 7 different states and a total of 19 Key Positions. ¡KongratZ kals! The Learning Path model designed to cement the bases in four main categories: knowledge, skills, personal and technical abilities, was improved and developed.
This updated version was implemented with more than 95% of the Central Government collaborators, achieving our goal to share and improve knowledge about KidZania´s Concept. ZanKs to all the Nation for making this possible!
“Those Who Inspire: Mexico” Author: Rocio Marfil
This is a three-step program, where physical health has been the priority for this year through strategies such as check-up for collaborators, “KidZania Health Week”, nutritionist in the office, conferences for our kitchen personnel and the “Gran Fondo KidZania 2018”, this year challenge. Gran Fondo KidZania has been a great opportunity to participate in two physical challenges: cycling and scuba diving.
For 2019, the WellneZZ program will continue growing and offering new options for mental and emotional well-being for our collaborators, preparing them for a Better World!