KidZania offers a variety of activities to suit multiple interests of children. The facility has various establishments with specific role-playing activities that kids can take up as jobs. Viraj Jit Singh, chief marketing officer of ImagiNation Edutainment told Business Standard the construction of the property, to come up in the R City Mall in Mumbai, was in the last stages. It would be soft-launched in mid-June. “We are in the final stage before the launch; recruitments are on and so are talks with advertisers for partnerships.”
Birla Sun Life Insurance is the company’s fourth partner. YES Bank, Central and Big Bazaar have already come on board. The Birla Sun Life Insurance employment centre establishment would provide career development guidance and assistance to kids looking for role-playing opportunities at KidZania. Supervisors would help children identify their aptitude and make their first résumé, based on their interests.
Ajay Kakar, chief marketing officer (financial services), Aditya Birla Group, said, “At Birla Sun Life Insurance, we recognise the fact that today, children have many career options to choose from and so, it becomes difficult for them to recognise their real passion. KidZania gives the children an opportunity to explore and experience many career options in a fun way. We support this platform because it helps children and parents recognise their real passion and talent.”
Singh said ImagiNation Edutainment was looking at 10-15 partners; this would rise to 40 in 12-15 months. “We have 60 establishments, which provide about 75 activities. Right now, we are looking at 10-15 partners and once the concept picks up, more would join,” he said.
Children would be handed a report card at the end of their experience at KidZania and this would mention the activities they were involved in. Through the résumé and the report card, the Birla Sun Life Insurance employment centre would act as a facilitator for parents to discover and support their children.
“As a brand, we are in a space to win hearts, and what better way to win hearts of parents than to bring a smile on their kid’s face,” said Kakar. Birla Sun Life Insurance also has a microsite designed to help those looking for information related to any career avenue across diverse fields of interest.
KidZania Mumbai, being built at a cost of Rs 100 crore, expects to recover 30-35 per cent of the cost from partners and 60-70 per cent from tickets.