Adding to the strong choice of over 70 professional role plays already offered by KidZania, the unique children’s city in The Dubai Mall managed by Emaar Retail LLC, the popular leisure destination has introduced six new fun-learning choices.
Young visitors to KidZania now have the opportunity to learn the ‘job’ experiences associated with working in a biscuit factory, telecom contact centre, or serving as an installation engineer, customs inspector, comic book artist and car sales representative – all in a fun-filled but true-to-type ‘work’ environment.
The new ‘careers’ have been introduced through the partnerships of KidZania with the region’s leaders in the respective sectors including Abu Dhabi Media (The National, Majid, Star FM) Britannia, du, Dubai Customs and Chevrolet.
Abu Dhabi Media offers children the work experience of being comic book artists for Majid magazine, in addition to its Star FM operating the radio station and The National headlining the newspaper establishment at KidZania.
Britannia will roll out the art of baking delicious biscuits and Chevrolet will share the various aspects of being a car sales representative, explaining in detail the features of the company’s diverse models of cars.
The new establishments of du at KidZania will offer the opportunity for visitors to get a real work experience of serving at the du Contact Centre as well as working in the company’s Installation Centre setting up telephones, television and Internet connections.
Dubai Customs will guide the children in understanding the intricacies associated with the role of a Customs Inspector, explaining to them what goods can be brought in to the country and what are prohibited.
Mr Arif Amiri, Chief Executive Officer of Emaar Retail LLC, said: “It is extremely important that children get a feel of the shifting and fast-evolving career choices in the world. Today, in tune with the shifts in technology, new career opportunities are opening up, and by familiarizing themselves with the varied jobs, children can broaden their knowledge horizons.”
He added: “The new additions to KidZania reinforces the thought-leadership fostered by the leisure destination in boosting the skills of children, and encouraging the market leaders – both in the private and public sector – to be associated with it. This is a strong statement on the success of the brand, which has evolved as the perfect marketing partner for business leaders.”
Another recent addition to the city is the mosque located on the upper level of KidZania with separate areas for women and men.
KidZania has brought a clear differential to the educational environment of the UAE by winning the approval of the UAE Ministry of Education, along with Dubai Aquarium & Underwater Zoo, for field trips as part of the academic curriculum. More than 70,000 students have visited KidZania already highlighting the increasing popularity of the centre among schools for furthering the skills of students.
An award-winning edutainment concept that promotes the physical and intellectual growth of children through professional role-plays, KidZania sprawls over 80,000 sq ft of the mall in two levels. KidZania has an assortment of establishments covering the entire fabric of a working economy – including a bank, hospital, university salon, television station, music lounge, and supermarket and fire station, amongst others.
A petrol station, race track and roads, fountains, restaurants, boulevard-like fun events including magic shows and a theatre with outdoor and indoor performances, offer children a world that they can claim as their own. Children are also encouraged to learn the intricacies of basic money management with every visitor being provided a cheque for 50 KidZos, KidZania’s official currency. The KidZos can be used to buy goods and services; or even save them at the bank, which will provide them with an ATM card too.
KidZania fosters independent thought and spirit in children, allowing them to move freely in the city and make their own choices in the professions they wish to experience. Parents of children over 120 cms in height, have the option of leaving them in the city, secure in the knowledge that KidZania adopts strict safety standards via RFID bracelets which do not allow them to leave without the parent who “checked” them in. Younger children, under 120 cms in height, however require the supervision of their parents or guardians.
A strong multi-lingual staff strength of over 350 across 50 nationalities are at hand to guide children during the role-playing activities. Parents have the option of spending their time with their children watching them try their hand at being “adults” or relax at the Parent’s Lounge which is equipped with F&B, a TV room, as well as complimentary Internet.
Emaar Retail also manages Dubai Aquarium & Underwater Zoo, which opens a new window of learning by showcasing some 33,000 aquatic animals; the Olympic-size Dubai Ice Rink; the Middle East’s largest and first of its kind indoor theme park – SEGA Republic; and the region’s largest megaplex, the 22-screen Reel Cinemas at The Dubai Mall, and the 6-screen premier boutique Reel Cinemas at Dubai Marina Mall.