KidZania, February 2015

Year 16 / Number 8

t h e v o i c e o f o u r n at i o nk i d z a n i a n e w s b u l l e t i n

KidZania launches its New website design! Refreshing update for the digital world.

KidZania CongreZZ kidz share their experiences and thoughts around the world.

Commemorative Masterpiece for KidZania's 15thAnniversary.

KidZania Istanbul is Founded!

Sculpture Contest Life E-11

This marks the foundation of KidZania’s 16th interactive kids’ Metropolis

KidZania accomplishes Fifteen Years empowering kids around the world, KongratZ!

ISTANBUL, Turkey. April 29, 2014. –KidZania Istanbul was founded, making it the 13th country and 16th location where kids are completely in charge of their destiny as they navigate a kid-sized city. Built on an unwavering commitment to help children realize their full potential in a fun and educational context, KidZania Istanbul boasts more than 67 establishments that provide 90 real-world careers to deliver the brand’s signature role-playing experience. Kids ages 3-14 will discover an

MEXICO CITY, Mexico. September 01, 2014. –Today, KidZania turns 15 and celebrates the birth if its first edutainment city “La Ciudad de los Niños” which is known today as KidZania Santa Fe. Opened back in September 1, 1999, KidZania Santa Fe was well received by Mexican families since its inception for being an innovative and unique concept, integrating fun and education for its visitors. Throughout these years, KidZania has become the fastest-growing Mexican company in its category in the world. Proof of that are the more than 40 million visitors that have experienced KidZania across the 16 cities and 13 countries where it currently operates around the world.The concept of KidZania promotes among its visitors universal values such as generosity, gratitude, honesty, integrity, respect, justice, responsibility, solidarity and tolerance, as well as helps young children to develop skills and competences that are

2014 Yearbook

like Mexico, Japan, Indonesia, South Korea, Portugal, Chile, India, Egypt, Turkey, United Arab Emirates, Kuwait, Malaysia, Thailand and 9 more cities under construction –Jeddah, São Paulo, London, Manila, Singapore, Moscow, Busan, Delhi and Doha.During these past 15 years, KidZania –loyal to its values and corporate philosophy– has looked to transcend not only within the entertainment industry, but also as a socially responsible corporation, committed to giving

of our visitors, Industry Partners, media, suppliers, collaborators, government institutions and each and every person that believed in this dream that has turned into a successful reality today. I have

back to the communities where it develops. For this reason, the 100% Mexican company has developed several action plans, agreements and programs in all its facilities to allow less-privileged children to experience KidZania for free.Xavier López Ancona, founder and president of KidZania, thanks and reassures his commitment to the world’s youth: “None of KidZania’s accomplishments would have been possible without the support

KidZania Celebrates its 15th Anniversary

ultra-realistic, kid-sized replica of a city with real-world establishments sponsored and branded by leading multi-national and local brands. “The opening of our 16th metropolis exemplifies how families from around the world have embraced the KidZania concept –a progressive and interactive role-play experience that challenges, inspires and readies

kids to create a better world,” said Xavier López Ancona, president and founder of KidZania. “We celebrate both the growth of our company as well as the diverse and vibrant culture of Istanbul.”KidZania Istanbul is located on the Asian side of the city, close to the Bosphorus Bridge at the newly-built Akasya Yeni Nesil Yaşam Kompleksi. The architecture of this particular KidZania stands out in its circular shape with over 9,420 square meters with 67 globally significant establishments including a bank, hospital, culinary school, driving school, security company and even a secret agent task force. Plus, kids can choose from more than 90 role-playing careers that include doctor, reporter, pilot, actor, car designer or even a professional climber! As with each location, KidZania Istanbul offers culturally relevant role-playing career opportunities

with its archeological site, museum and a quintessential Turkish bazaar.“We are honored and delighted to join the ever-growing KidZania nation, where children can imagine a better world and become global citizens through their experiences at our park,” said Lara Sayinsoy, governor of KidZania Turkey. “Combining active learning and fun into dynamic role-playing opportunities, our one-of-a-kind experience at KidZania Istanbul will empower, enrich the self-esteem, and bolster the leadership skills of Turkish children and young guests visiting from around the globe.”KidZania Istanbul features premier global and local brands to help authenticate every experience. Key brand partners at KidZania Istanbul include: Coca-Cola, Ford, THY, Karaca, Yapi Kredi, Pronet, Sinpas, Opet, Arcelik, Turkish Airlines, Koc Holding, Burger King, Domino’s Pizza, Edirne Kirkpinar Lokantasi, Magrabi, Acibadem Saglik Grubu, Acibadem Saglik Grubu, Migros, Affani, Starbucks, Terra Kitchen, Seiko and Ülker among others.The awaited ribbon-cutting ceremony for this brand new KidZania took place on April 30th, a day after its foundation, at 10:00 am. Industry Partners’ representatives, friends from KidZania states and metropolises around the world, as well

as members of the Central Government of KidZania, arrived at the airport counters of KidZania Istanbul to witness the ribbon-cutting ceremony of the 16th KidZania metropolis. Mrs. Meral Molinas –Doğu Bati–, Mr. Mair Kasuto –Chairman of Doğu Bati–, Mr. Avni Çelik –President of Sinpaş–, H. E.

Martha Bárcena –Ambassador of Mexico to Turkey–, Raif Ali Dinçkök –Akkök–, Ms. Lara Sayinsoy –Governor of KidZania Turkey–, and Mr. Xavier López –President of KidZania– cut the ribbon and officially inaugurated the opening of KidZania Istanbul to the public.

key to everyone’s life, such as team work, communication, creativity, critical thinking, motor and self-knowledge skills through hands-on experience and role play.KidZania offers children 2 to 14 a city scaled-down to their size, where real-life establishments are recreated such as a hospital, fire station, beauty salon, bank, radio and TV station, and much more. As of today, KidZania has 16 locations operating in 13 countries

nothing else to say but restate KidZania’s vision to ignite the hearts and minds of children everywhere to empower them to make the world a better place. ZanK-U!”.

New Website DesignNational A-04

KidZania CongreZZCommunity D-10

Section A-02

February 2015

t h e v o i c e o f o u r n at i o n

February 2015

t h e v o i c e o f o u r n at i o n

Xavier Lopez AnconaPresident

Esteban Lopez Ancona

Chancellor

Francisco Ares ValdezChancellor

Miguel Angel LunaChancellor

Cammie DunawayGovernor of KidZania USA

Minister of Communications

Andres FabreMinister of State

Andrew DarrowMinister of Economy

Gilberto GuidoMinister of Foreign Affairs

Sixto UribeMinister of Finance

Carlos CardenasMinister of Culture

Cove OverleyMinister of Commerce

KidZania JournalEditorial Staff

EditorEnrique Mena

Ministry of Communications

Art Editor Miguel Vergara

Ministry of Art

Graphic DesignGabriela Vega

Ruben RamirezMinistry of Art

For all those Facilities in operation which fulfilled the level of experience set by Central Government, there is a special recognition known as the I.Z.O:K Certification.

With a validity of two years, this certification represents the achievement of a facility that has closed 100% the critical and at least 50% of the non-critical findings through corrective action plans.

This year, in the annual Zummit, an emotive ceremony took place in KidZania Cuicuilco’s National Theatre, where the facilities that accomplished the level of experience were granted the I.Z.O:K Certification.Along with their respective counselors and in presence of Xavier López- President of KidZania, Andrés Fabre – Minister of State, and Carlos Cárdenas- Minister of Culture, the following facilities received this awaited certification:

• KidZania Jakarta • KidZania Mumbai • KidZania Kuwait • KidZania Kuala Lumpur • KidZania Seoul • KidZania Santa Fe

The Central Government of KidZania proudly congratulates the effort and hard work the aforementioned facilities underwent through the year, and also the enthusiasm they all put in order to achieve this recognition. For 2015 the I.Z.O:K Certification will be considered mandatory for the facilities with 18 months or more of operation. So get ready for more certified metropolises!

KidZania Institutefor Ztandards Observance Informs

ASSESSMENTS and K.I.T.EAssessing quality all around the world!

The I.Z.O:K Certification

In the search for the implementation and maintenance of KidZania Ztandards, the Central Government of KidZania has developed an Assessment Program, which evaluates facilities before and after they operate. This year, five Experience Assessments were performed in the following facilities in operation:

Assessment Dates

KidZania Santa Fe (February 18th-27th)

KidZania Cairo (May 3rd-7th)

KidZania Mumbai (May 9th-15th)

KidZania Cuicuilco (June 2nd-12th)

KidZania Kuwait (June 9th- 15th)

On the other hand, this February KidZania Istanbul experienced its first assessment with the K.I.T.E Program. This program, also known as the Knowledge Integration Training for Expertise Program is in charge of certifying the facilities before they operate.

The implementation of these Assessment Programs may increase the communication between metropolises and Central Government, plus they bring facilities a standardized concept of quality.

MEXICO CITY, Mexico. August 3, 2014. –The August 3, 2014 print edition of the prestigious Financial Times newspaper published an extensive article about KidZania and its president and founder Xavier López Ancona. “Lunch with the FT” is a weekly interview in the Life & Arts section of the newspaper with leading cultural and business figures.

Among the personalities that have been interviewed for this column in the past are: Francis Ford Coppola, Ginni Rometty, Pedro Almodóvar, Sir Richard Branson, Delphine Arnault, Angela Merkel, George Soros, Angelina Jolie and Jimmy Carter.The interview –done in a nearby restaurant after a tour in KidZania Cuicuilco–, in which our president spoke

The President of KidZania has lunch with the FT

with FT’s correspondent Jude Webber, captures the vision of our founder and includes a marvelous illustration by artist James Ferguson.

MEXICO CITY, Mexico. July 4, 2014. – During the 17th Mexican Franchise Association (AMF) Annual Awards, KidZania was recognized as the “2013 Best Franchise Abroad”. Mr. Gilberto Guido, Minister of Foreign Affairs, received the award at the gala, which also commemorated the Association’s 25th anniversary. KidZania is proud of being recognized with this award for the fifth time ever and third in a row, moreover for being part of the Mexican franchises making a difference in Mexico and around the world.Mr. Diego Elizarrarás Cerda, Former President of the Mexican Franchise Association, congratulated the winning companies and assured that they are a great motivation for Mexican entrepreneurs.

MEXICO CITY, Mexico. September 6, 2014. –Along with its 15th Anniversary, KidZania celebrated the 2014 edition of its annual KidZania Zummit precisely emphasizing what the company has done in the past fifteen years. Representatives of 18 KidZania States, Metropolises and the Central Government of KidZania, participated in the

MEXICO CITY, Mexico. September 3, 2014. –During this year’s Zummit, Mr. Xavier López announced to representatives of the KidZania States that he plans to visit all 25 KidZania locations around the world, as a way to get closer to the more than 8,000 government workers of the edutainment nation.

Section A-03

KidZania Zummit 2014:15 Years Empowering Kids

KidZania Recognitions Achieved during 2014

President of KidZania announces the first-ever “Presidential Tour”

“KidZania Zummit 2014: 15 Years Empowering Kids”. For four days, the executives met to discuss topics such as challenges particular to each of the regions of the world where KidZania develops, as well as more specific subjects like Industry Partners, Marketing, Group Sales, B-KidZanian & Market Research, Key Performance

Indicators and the KidZania Experience.The Ministry of State also gave an update of the current projects it is working on, as well as presenting the new KidZania Guidelines, which contain the code and software that is key to the success of the KidZania concept that has attracted over 40 million visitors across the world.

MEXICO CITY, Mexico. December 14, 2014. – A total of 92 collaborators were received by the University to obtain the appropriate training for each of their positions. A quarter of them (24 collaborators to be precise, from 9 different Franchises) came together in the first half of October, being the largest group that has come to this end to Central Government.

The UniverZity of KidZania 2014

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On the other side of the world, KidZania Mumbai hit #1 on TripAdvisor’s “Mumbai Amusement” list on May 14th of the former year. The first KidZania metropolis in India also ranks #14 on the “Places to Visit in Mumbai” list. TripAdvisor, with its “Certificate of Exellence”, also recognized KidZania Santa Fe, KidZania Dubai,

KidZania Santiago and KidZania Bangkok on May 20. The accolade, which honors hospitality excellence, is given only to venues that consistently achieve outstanding traveler reviews on TripAdvisor, and is extended to qualifying businesses worldwide. Organizations awarded the Certificate of Excellence are located all over the world and represent the upper echelon of businesses listed on the website.When selecting Certificate of Excellence winners, TripAdvisor uses a proprietary algorithm to determine the honorees that takes into account reviews ratings. Businesses must maintain an overall TripAdvisor bubble rating of at least four out of five, volume and recency of reviews. Additional criteria include a business’ tenure and popularity ranking on the site.“Winning 4 TripAdvisor Certificates of Excellence on the same year that our company celebrates its 15th Anniversary is a true source of pride for everyone at the Central Government of KidZania as it also is for our awesome teams at KidZania Santa Fe, KidZania Dubai, KidZania Santiago and KidZania Bangkok. "We’d like to ZanK all of our past guests who took the time to complete a review of their visit to KidZania on TripAdvisor,” said Xavier López Ancona, President of KidZania. “There is no greater seal of approval than being recognized by one’s customers. With the TripAdvisor Certificate of Excellence based on customer reviews, the accolade is a remarkable vote of confidence to our business and KidZania’s continued

commitment to excellence.”“TripAdvisor is pleased to honor exceptional hospitality businesses for consistent excellence,” said Marc Charron, President of TripAdvisor for Business. “The Certificate of Excellence award gives top

• The Training Guideline was completed and published; it:– Describes in detail the roles and responsibilities of the UofK, and its professors and students, regarding Pre-Opening Training at a State and Metropolitan level.– Defines and explains the characteristics, roles and responsibilities of the State Campuses of the UofK’s related to Post-Opening (Recurrent) Training at a Metropolitan level. • Academic Councils were set up per each Major, comprised of Central Government collaborators of areas which have direct contact with each Key Position, for quality

assurance and ensuring the Academic Program’s continuous improvement. • 1st Alumni Survey (IP Major) about impact of training on job performance was conducted, in order to identify areas of opportunity in the approach and delivery of courses. • The new Major kidZOFT Support in the Facility was developed with Central Government’s Ministry of Technology, directed to Application Support Administrators that provide a first level support in the operational software of the Facilities.

performing establishments around the world the recognition they deserve, based on feedback from those who matter most – their customers. We want to applaud exceptional hospitality businesses for offering TripAdvisor travelers a great customer experience.” On June 5, KidZania strikes again when winning the Global Leisure Operator Award for 6th time in a row! At the Global RLI Awards 2014 held in the Natural History Museum in London, KidZania was named “Global Leisure Operator 2014" for the sixth time.If that wasn’t impressive enough, we are very happy to announce that KidZania Kuwait also obtained the Highly Commended award as “Most

Innovative Retail and Leisure Concept 2014"!The Global RLI Awards reunite the cream of the global retail and leisure industries, celebrating the very best that these industries have to offer, rewarding their innovation and vision, and their commitment to excellence in such areas as sustainability, design and construction.KidZania would like to ZanK all of its franchisees and industry partners for their trust, as well as the effort, passion and commitment of our more than 8,000 collaborators and associates across the globe. This marks yet another important milestone for our Nation.

“Just like Gandhi did in India, what I want to do is to visit all the local teams to get closer to them and listen to what they have to say about KidZania. Every 3 or 4 years KidZania reinvents itself. This time, my plan is to meet with all our constituencies in the different markets KidZania operates to take all their

ideas into consideration for the next KidZania generation”, he said. “Given the distance where each of our teams is located and the responsibilities of each position, not everyone has the possibility to visit the Central Government offices in Mexico for training purposes and to get a closer look at where KidZania originated 15 years ago. It’s easier for me to visit them than

having 8,000 people come to Mexico”, he added. By end of 2014, Mr. López and his team plan to visit KidZania Kuala Lumpur, KidZania Singapore, KidZania Manila, KidZania Jakarta, KidZania London, KidZania Cairo, KidZania Monterrey, and our KSLP Hong Kong office. The rest of the nation will be covered during the first semester of 2015.

KidZania 2014 Variable Program Overview

Section A-04

KidZania Launches its New Website Design!MEXICO CITY, Mexico. October, 2014. –KidZania is getting ready for a great 2015 embracing some refreshing updates in the digital world.

The new franchise´s website has been launched last November with the London´s facility which is currently under development and getting ready to start operations

this 2015. The new layout has been developed considering the trends in the digital market, and is a sum of a careful and well-planned design plus the most innovative technologies. The website revamp, includes responsive features which make it available in the majority of the mobile devices on market since most of our website´s visitors are landing to our website through mobile devices.

This experience has been designed considering a good number of usability methodologies, creating a more intuitive and easy way to navigate the site, with the objective to deliver the best possible experience to our online visitors.

Visually, it is also appealing. It contains the KidZania flavour, keeping information in a much more readable format, using attractive colours and shades which also help to highlight the most relevant information about the facilities, the kids activities, security and the KidZania journey as a whole. Hope you enjoy the new experience and get ready for the following ones!!

MEXICO CITY, Mexico. December 29, 2014. – Given the success in offering KidZania visitors around the world something new every time they visit KidZania, the Ministry of Culture created 8 new seasons that were implemented during 2014.From January 13th to March 9th, the KidZania Stars competition was held in participating KidZania Metropolises around the world. With a talent contest named “Singing Stars”, visitors to KidZania had the opportunity to be on a stage to sing and perform in front of huge crowds, including their family and friends.

learned about the importance of friendship, love for family, society, mankind, animals, nature and our planet.For the third year in a row, KidZania celebrated Earth Day with its “Kids for a Greener World – Reforestation” program. From April 1st to June 5th, it was a big commemoration for Vita’s birthday and the World Environmental Day. What was

particularly fun and educational of this year’s program was that the multi-month celebration included themed “reforestation” activities.KidZania joined the 2014 Soccer World Cup frenzy with the KidZania Soccer Cup, held from June 1st till August 14th.Like every year, September is a very special month for KidZania cities around the world. This year

Given the increasing number of KidZania visitors that celebrate the Chinese New Year, from January 25th to February 2nd, KidZania Metropolises in the Asian continent opened their doors to allow their guests to get ready for new beginnings. This period was a good moment to focus on the past, in order to gain some perspective to look forward. According to the Chinese calendar, 2014 was the Year of the Horse.From February 5th to February 16th KidZania celebrated Valentine’s with seasonal activities and a colorful flash mob at the Central Plaza. More than just Valentine’s, our visitors also

in particular, KidZania celebrated its 15th Independence Anniversary that started with the foundation of its capital city KidZania Santa Fe. For one entire month, KidZania’s national colors painted the 16 metropolises and the activities focused on our Nation, its Ztory and beloved RightZKeepers.From October 11th to November 3rd, some KidZania Metropolises transformed their streets into a spooky and fun ZombieTown,

where visitors lived the most thrilling experience trying to find the cure for the virus that turned people (especially adults) into boring and grey zombies! Visitors during this season had fun with the RightZKeepers in their zombie costumes walking through KidZania’s streets. If visitors were caught by a zombie, they would lose their capacity to have fun and became one of them; the only way to avoid this was finding the antidote that allowed everybody to have fun.

“Sharing Wishes” marks the last season of every year. From December 12th to January 4th, KidZania transformed its streets into a sparkling night, where visitors lived the most joyful experience. This year KidZania invited all friends and families around the world to reunite and share their dreams & desires, joining us for a sparkling experience and sharing their light for a better world.

KidZania Metropolises with New and Renovated Establishments

Section A-05

Archaeological Site (Jan 1)KidZania Santa Fe

Electric Company (Jan 20)KidZania Monterrey

Arts & Crafts Workshop (Feb 27)KidZania Dubai

Charitable Organization Institute (Apr 3)KidZania Monterrey

Yoghurt Factory (May 14)KidZania Cairo

Electric Company (Jun 30)KidZania Cairo

Special Agent Training Center (Jul 19)KidZania Monterrey

Snack Factory (Sep 02)KidZania Bangkok

Motor Racetrack (Sep 28)KidZania Santa Fe

Dentist (Nov 1)KidZania Seoul

Tea Factory (Jan 8)KidZania Bangkok

Wedding Ceremony (Jan 20)KidZania Tokyo

Hotel (Mar 14)KidZania Dubai

Interior Design Studio (Apr 4)KidZania Dubai

Vet Clinic (May 31)KidZania Lisboa

Butter Factory (Jul 10)KidZania Santa Fe

Batik Design Workshop (Jul 23 )KidZania Kuala Lumpur

Acting Academy (Sep 04)KidZania Dubai

Tire Service Center (Sep 28)KidZania Monterrey

Culinary School (Dec 2)KidZania Kuwait

Cupcake Factory (Feb 13)KidZania Kuwait

Sausage Factory (Mar 27)KidZania Koshien

Rice Milling Plant (Apr 27)KidZania Koshien

TV Studio (Jun 12 )KidZania Dubai

Culinary School (Jul 10)KidZania Mumbai

Skin Clinic (Sep 02)KidZania Santiago

Furniture Design Center (Sep 12)KidZania Seoul

Music Studio (Nov 29)KidZania Lisboa

Auto Repair Shop (Jan 18)KidZania Lisboa

RightZKeepers Residence (Feb 1)KidZania Dubai

Agriculture Center (Mar 27)KidZania Koshien

Charitable Organization Institute (Apr 8)KidZania Santa Fe

Finance School (Jun 10)KidZania Dubai

Climbing Building (Jul 10)KidZania Istanbul

Juice Factory (Aug 22)KidZania Seoul

Cheese Factory (Sep 11)KidZania Lisboa

Antibacterial Lab (Sep 30)KidZania Kuwait

Courier Service (Dec 13)KidZania Mumbai

Creative Agency (Feb 24)KidZania Tokyo

Charitable Organization Institute (Mar 27) KidZania Cuicuilco

Weaving Center (May 14)KidZania Cairo

Optometrist (Jun 27)KidZania Lisboa

Bananas Harvest and Distribution Center (Jul 14)KidZania Tokyo

Antibacterial Lab (Sep 02)KidZania Kuwait

Car Design Studio (Sep 19)KidZania Seoul

Juice Factory (Dec 15)KidZania Dubai

From a Skin Clinic to a Batik Design Workshop and a Weaving Center, KidZania Metropolises around the world opened new establishments to allow visitors to experience new things. A total of 46 new or redesigned establishments

were opened during 2014 in all 16 KidZania cities currently open to public. Take a look at the full list of establishments to see in which KidZania Metropolis they are located and the date they were officially opened.

2014 saw the expansion of B•KidZanian from Mexico to Santiago, Kuala Lumpur and Dubai. Building on the vision of empowering kids to build a better world, B•KidZanian was launched in December 2011 to deliver personalized recognition to our guests, closing the year with 400,000 CitiZens across six locations. It also marked the growth of KidZania’s campaign capability, delivering 46 campaigns and 1.8 million emails to CitiZen households.

Section A-06

B•KidZanian is growing up!

CitiZens hail from all corners of the globe, with as many as 33 countries represented in a single week at KidZania Dubai. CitiZens also travel, proudly presenting their PaZZports across KidZania.

In 2014, Sarah Marsh, Minister of CitiZenship, and Kate Hogenson, Campaign Specialist, were joined by Lilia Aguilera, Loyalty Project Manager, and Enrique Olvera, Global Campaigns Manager. Today’s global loyalty team

includes Marcela Viñals (Mexico), Roxana Cisneros (Santiago), Yuslinda Yusof and June Koay (Kuala Lumpur), Jennifer Velarde (Dubai), Neville Kapadia (Mumbai), Pinky Laurena (Manila) and Indy Bansil (London).

B•KidZanian continues its global expansion, launching soon in Cairo, Mumbai, Manila and London. 2015 will also feature the unveiling of a mobile-first, responsively designed loyalty website for parents and children, tailored by location and language.

Section B-07

February 2015State t h e v o i c e o f o u r n at i o n

Highlights from KidZania at International Conferences in 2014

KidZania Welcomes New Ministers, State Governors and City Mayors 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 newly-appointed government workers that will lead KidZania to continue to excel as the world’s most successful edutainment concept in the world.

On March 11, in Tokyo, the headquarters of Japan’s Liberal Democratic Party hosted a conference where KidZania Japan showed the educational values that Japanese children are exposed to when experiencing KidZania in either KidZania Tokyo or KidZania Koshien.A total of over 50 participants were present, including Ms. Haruko Arimura –Member of the House of Councillors–, as well as other representatives of the House of Councillors, House of Representatives, Ministry of Education, Ministry of Economy and Ministry of Health and Labor.

Steven PutzeyCity Mayor, KidZania Kuwait

Maitha Al DossariGovernor, KidZania Unted Arab Emirates

Andrew HearnCity Mayor, KidZania Dubai

Abdel Fattah FakhreldinCity Mayor, KidZania Dubai

Stuart BirkwoodGovernor, KidZania Saudi Arabia

Fernando MedroaGovernor, KidZania Kuwait

Carlos CardenasMinister of Culture KidZania C.G.

Moataman DaaderGovernor, KidZania Egypt

Sherif MahmoudCity Mayor, KidZania Cairo

This year, KidZania participated as an important voice in some representative conferences around the world.

The American continent, for its part celebrated a seminar in Santiago, Chile on May 10. KidZania Santiago’s first Latin American Education Seminar “Leaders of the Future – 2014", where more than 2,000 best-selling Latin American authors and specialists attended to the Mapocho Station Cultural Center in Santiago.The objective of the seminar was to share simple and practical

teaching strategies –putting theory into practice– through an interactive seminar that combined keynote speakers, interviews and participation from the audience.Among the main speakers in the event were: Pilar Sordo –renowned psychologist–, Sylvia Langford –Creator of the Langford method–, Pablo Menichetti –educational coach–, Patricia May –anthropologist–, Claudio Lucero –mountain climbing expert and Xavier López Ancona –President of KidZania–.President Lopez presented the story of our beloved nation and the importance of edutainment and KidZania as a key supporter to the education of the world’s youth.

#BLOOLOOPLIVE the first ever Blooloop Live conference for visitor attractions professionals was held in London at the beginning of May and, working in the leisure and entertainment sectors, we were pleased to both sponsor and film the event.

The recorded videos can be seen on the Blooloop website as well as a summary of the day’s talks which featured presentations from some of the world’s leading professionals in the attractions industry across topics such as brand, content and technology.

KidZania, brand strategy and Festina Lente, Executive VP of KidZania, Andrew Darrow opened his talk with a promo video for the family entertainment centre, founded 15 years ago. The video showed us how KidZania enabled kids to ‘think, work, play and feel like an adult’ through role playing at adult jobs in a child sized city. With 15 locations around the world and designed by educators, KidZania is becoming the fastest growing kids entertainment centre in the world with the first UK KidZania attraction set to open next year.He told us the company applies the military phrase festina lente (more haste, slowly or more haste, less speed as it is traditionally translated) to their approach to brand strategy. With entertainment companies trying so hard to be more creative in their strategies, many forget that a brand is a promise to deliver – both on

product and customer experience – and that brand reputation is a valuable thing that can be easily destroyed.

Core elements for the KidZania brand are a unique and differentiated proposition, immersive environments, authenticity and quality achieved through attention to detail combined with the customer experience.

"Consistency and the franchise brand"The underlying concept for KidZania came from an acknowledgement that role playing, as a universal form of play and development for kids all over the world, could be included in the entertainment experience. The first facility exceeded expectations and achieved 800,000 visitors in its first year.Though the idea is universal, it was quickly realised that there was a requirement to customise the

concept for cultural differences in other global locations. There was also an acknowledgement that for the franchising model to be successful and to minimise capital investment, it was essential to work with a powerhouse partner to attract and secure industry partners, educators and sites; to grow brand recognition, expand locations and become a recognised destination for school visits.Andrew emphasised that the value of a brand lies in experience and consistency and these things are particularly important for a global franchise brand such as KidZania. To achieve this, a series of programmes were implemented to develop personnel through consistent training, establishing quality standards, collecting data to improve best practices and building CSR into the brand’s core DNA.

Shahrul Nizar City Mayor, KidZania Kuala Lumpur

Susanah Abdul RaniGovernor, KidZania Malaysia

KidZania SingaporeDenis Zhu

Governor, KidZania ThailandMarina Pochinok

Governor, KidZania RussiaLara Sayinsoy DornerGovernor, KidZania Turkey

Cem Erkisi City Mayor, KidZania Istanbul

Section C-08

February 2015City t h e v o i c e o f o u r n at i o n

KidZania Jeddah Ready to Open by Q1 2015

KidZania London Welcomes British Airways and Renault as Industry Partners

KidZania Jeddah is ready to become KidZania’s 17th Metropolis and third Middle East location when it opens in January 2015, joining KidZania Dubai and KidZania Kuwait.KidZania Jeddah will provide a unique opportunity for Saudi children and guests from around the world to experience life as adults, working together to run the city, while simultaneously learning the values of leadership and teamwork. Moreover, KidZania Jeddah will be the first KidZania Metropolis where 100% of its Zupervisors will be women, making it also Saudi Arabia’s largest female employer.

Two of the most world-renowned companies in the transportation industry will be present in KidZania London, the first KidZania location to launch in the UK next year. Saturday, October 4th welcomed a landmark moment in the construction of KidZania London as an 18-meter, 16-ton A319 fuselage, was lifted over 100ft into Westfield London, the shopping center where KidZania London will be located in West London.Accompanied by police escort on a six hour journey from its airbase in Kemble, Gloucester, the aircraft was carefully hoisted into its new home by a team of over 20 specialists.When visitors step through the doors to KidZania London in early 2015, the new aircraft partnered with British Airways will be the centerpiece that welcomes excited young visitors as they begin the check-in to their role playing adventure.

In the early hours of Wednesday, December 17th Urbano, Chika and Beebop, pushed two Renault Formula-E racing cars into Westfield London. A full size Formula-E racing car and KidZania London’s very own scaled ¾ Formula-E car were placed on the interactive display situated next to the Westfield London’s Ice Rink.Built especially for KidZania London by a team of 10 Renault experts, KidZania London’s Renault Formula-E racing car required 200 hours of design work. The car has been built as part of KidZania London’s Pit Lane Experience where kids will become mechanical engineers and learn about the development of zero emissions technology.

MANILA, Philippines. November 20, 2014. –Philippines’ leading airline, Cebu Pacific Air announced it will launch its newest flights to the nation where kids rule: KidZania Manila. It is the official airline partner of the first Philippine metropolis of KidZania, the global leader in children’s educational entertainment. KidZania Manila is set to open at the Bonifacio Global City in early 2015. Cebu Pacific has always been a staunch advocate of education through travel. Launching our new destination, KidZania Manila, affirms this commitment. A flight is the best way to welcome kids to this exciting, interactive city. Similar to real life, flights can lead to life-changing discoveries and boundless opportunities,” said Cebu Pacific President and CEO Lance Gokongwei. “We are very excited to partner with

KidZania to enable kids to fly, even if it’s just with their imaginations, and give children their Cebu Pacific boarding pass to a fun learning experience,” Gokongwei added. KidZania Manila is operated by its exclusive local franchise owner,

Play Innovations, Inc. It aims to combine inspiration, fun and learning through role-play for children, empowering them to explore myriad roles, so they can discover their talents and help create a better world.

Cebu Pacific Air to Launch Flights to KidZania Manila

KidZania to Open in Singapore's Sentosa Island on Early 2015SINGAPORE, Singapore. January 24, 2014. –KidZania Singapore announced the presentation of a “Grant of Privilege” document by the President and Chief Executive Officer of KidZania, Xavier López Ancona, confirming the creation of KidZania Singapore. The document entrusts Themed Attractions and Resorts Sdn. Bhd., and the Sentosa

The city will feature premier global and local brands to help authenticate every experience,

The 45 million people that live in the state of São Paulo in Brazil will soon have a unique space where education and fun combine, offering exciting experiences to young visitors. KidZania São Paulo, the fifth KidZania Metropolis in Latin America and 18th in the world, will start receiving visitors when it is founded in February 2015. KidZania São Paulo will offer Brazilian kids the opportunity to practice their beloved National sport in a scaled-down soccer stadium to become volunteer agents at UNICEF activity, making it the only KidZania Metropolis working together with that important organization.Spanning over 8,000sqm, KidZania São Paulo will have 70 establishments and will be located at Eldorado Shopping.

KidZania São Paulo to Open in February 2015

Development Corporation, with building a new KidZania city in accordance with the universal values of KidZania. It states that the three parties will be “Working Together for a Better World”, a take on KidZania’s tagline, “Get Ready for a Better World!”.KidZania is being brought to Singapore by Themed Attractions and Resorts, a wholly-owned

subsidiary of Malaysia’s Khazanah Nasional Berhad. Themed Attractions opened KidZania Kuala Lumpur in February 2012 and has received more than 770,000 visitors to date.Tunku Dato’ Ahmad Burhanuddin, Managing Director and Chief Executive Officer of Themed Attractions said: “KidZania has had such success because it is a ‘win-win-win-win’ proposition. Children are able to role-play and have fun in an enriching environment. Parents will be pleased that their children are being entertained while they are learning in a safe and stimulating setting. It’s good for schools because KidZania Singapore will offer valuable life-learning away from the classroom, and a memorable destination for school

trips. Finally, while helping to create KidZania’s authentic atmosphere, real-world businesses get unique and unparalleled exposure.”KidZania Singapore is central to Themed Attractions’ objective of developing, managing and operating attractions that are family oriented, such as its recently opened theme parks in Iskandar Malaysia. Themed Attractions and Sentosa Development Corporation share the strategic goal of promoting quality family bonding time in attractions with unique concepts. KidZania Singapore will complement the vision of Palawan Beach as a destination for the whole family. Its cityscape will be Singaporean in flavour and offer children a role-play experience that is uniquely tailored to Singapore.

including Saudi Airlines, Coca Cola, Domino’s Pizza, Clear, Rainbow, Panda, Alalali, Mix FM, Tetra Pak, Obeikan Bookstores, Okaz, Saudi Investment Bank, IMC Hospital, Burger King, Mobily, Mobil, Al Wefag, Jotun, Fitness Time, Dallah, Al Rabie, Ministry of Water, Abdul Samad Al Qurashi, Al Jazeera Children’s Channel, Baby Fetihy, Kwality, Lifebuoy, Saudi Post, Sffeco, Signal, among others. KidZania Jeddah will be located in the Mall of Arabia and will have its foundation day on January 15, 2015.

Section C-09

The development of KidZania Busan –the second KidZania metropolis to open in South Korea– is quickly taking shape with the finalization of the master plan and the distribution of the different areas and establishments within

KidZania Moscow is growing rapidly with its construction works. The shell has been finished and will soon be ready to start building the façades of the 63 establishments that span over 10,000 sqm of construction and will offer Russian children a fun place to experience different

KidZania has announced the KidZania Go, a unique educational concept, comes to Tabasco, Mexico as one of the most important attractions of our biggest national party, which will be available for all kids for only 10 pesos during La Feria Tabasco 2014. With two thousand square meters on the Parque Tabasco, the kid-sized city has as one of its main goals to educate while playing. Kids can enjoy being part of a culinary school, a hospital, a beauty parlor, a photographic lab,

CAIRO, Egypt. October 25, 2014. –KidZania Cairo, the first KidZania metropolis to open in Africa, celebrated today its 1st Anniversary by breaking the Guinness World Record of the “largest human number” ever.The previous record of 500 people was smashed when at 2:00 pm local time, authorities of the Guinness World Records certified the record at an astonishing 3,853 people in a massive number 1 figure in the parking area just next to KidZania Cairo in Cairo Festival City.Receiving the Guinness World Records certification were Mr. Samer Sallam –Chairman, Edrak–, Mr. Moatman Daader –Governor, KidZania Egypt–, and Mr. Xavier López –President, KidZania.

KidZania Cairo Celebrates its 1st Anniversary with a Guinness World Record!

Interviewed by the KidZania Journal, Mr. López said: “This is one of the most Zaz! moments in the history of our Nation. I never imagined the magnitude of having almost 4,000 people pulling this off together and I’m really grateful for all the people in Egypt that participated as well as the KidZania Cairo team for making it happen. This is just an example of the great things that can be done when people cooperate and act together and that is what KidZania tries to do every day”.

KidZania BusanConstruction Update

KidZania MoscowDevelopment

KidZania to Take Part in Feria Tabasco Festival in Mexico

the location in the Shinsegae Centum City mall in the port of Busan. With a surface of over 10,000 sqm of construction, KidZania Busan –operated by MBC PlayBe– will offer 60 establishments and is expected to open by 2016.

professions, careers and trades. Built in the Avia Park shopping center in Moscow –the largest shopping in Europe with a GLA of over 230,000 sqm– that opened in December this year, KidZania Moscow is operated by Innova and is expected to open during the last quarter of 2015.

a mechanical workshop, a pizza place, and a newspaper among so much more spaces for them to practice jobs and professions as adults do. Kids will receive training before, in order to avoid all kinds of accidents, and also so they can perform the different activities

safely. Moreover, kids will drive and decide if they want to be workers or someone who just enjoy these activities. “Everything is made on scale so kids get more realism”, assured Fernando García, Atraction Manager, “this way, they could enjoy it at its best”.

This year, important visits were made among continentsRepresentatives of the Central Government of KidZania and KidZania Jeddah visited H. E. Ambassador Arturo Trejo at the Embassy of Mexico in the Kingdom of Saudi Arabia on January 19. The purpose of the visit was to introduce our Saudi team to the Mexican diplomatic delegation so that we all can work together during the development of KidZania in the Kingdom of Saudi Arabia.Representing the Central Government of KidZania were Minister of State Andrés Fabre and Counselor Enrique

Peñaloza. From our KidZania Saudi team, Governor Stuart Birkwood, City Mayor Ric Fearnett and Minister of Communications Eman Abuelhawa assisted to the meeting.The ambassador returned the visit on May 12, when he visited KidZania Jeddah accompanied by Mexican Consul Mr. Andrés Galván Sandoval and escorted through the installations by Ric Fearnett –City Mayor, KidZania Jeddah–, Nael Faqih –Project Manager, KidZania Jeddah–,

and Mr. Andrés Fabre –Minister of State, KidZania– & Mr. Gilberto Güido –Minister of Foreign Affairs, KidZania– from the Central Government of KidZania.

Closer relations between metropolises, is what makes KidZania a stronger Nation

All the way to Asia, on April 25, Mr. Mario Mamon –Chairman, IAAPA–, Mr. Andrew Lee –Vice President, IAAPA Asia-Pacific–, Mr. Rachmat Sutiono –Member of the Board, IAAPA & Director of PT Funworld Prima

Indonesia– and Mrs. Cynthia Mamon –Chief Operating Officer, Enchanted Kingdom Philippines–, wrapped up a 10-day visit to Japan with a tour to KidZania Tokyo.Mr. Cove Overley –Minister of Commerce, KidZania–, Mr. Edwin Omura –Ambassador-Japan & South Korea, KidZania–, and Mr. Satoshi Takahata –GM-International Affairs, KidZania Japan–, escorted the executive team from IAAPA, whom had spent the last 10 days visiting theme parks and attractions throughout Japan with stops in Osaka, Nagoya and Tokyo. They were all impressed with KidZania and its very unique concept!Only a month after, on May 14, KidZania Cuicuilco was thrilled to receive very special

visitors: H. E. Shuichiro Megata –Ambassador of Japan to Mexico– and his wife. Our distinguished visitors walked across KidZania Cuicuilco’s streets and plazas, experiencing and discovering first-hand the exclusive interaction created in the sponsored establishments, where kids play with brands,

products and services while learning the relevance of work and money. KidZania Cuicuilco is KidZania’s most inventive and engaging theme park yet. We’ve introduced 21st century career choices, elevated awareness around global issues like the environment, and made certain that every child, no matter their level of ability, can participate. We’ve brought the most authentic and fun real-life experiences to life to help children understand and manage their ever-changing world.Mr. Erick Galicia –Counselor, Japan, South Korea and Mexico– greeted our visitors and escorted them through the city, which is equal parts education and fun.

Section D-10

February 2015

t h e v o i c e o f o u r n at i o n

KidZania Kuala Lumpur Appoints 20 Children toGovern the City for Cool Kids!

With 16 metropolises in 13 countries and more to come during 2015, CongreZZ kids sworn into office gather twice a year to discuss about different topics and their thoughts for a better Nation. By doing so, they practice

PETALING JAYA, Malaysia. March 29, 2014. –KidZania Kuala Lumpur, the award-winning indoor educational and entertainment theme park celebrated its inaugural KidZania CongreZZ, with 20 children being sworn into office.CongreZZ is the legislative governmental body of KidZania, overseen by 20 children who are its elected representatives and naturalized citizens. Voted into office, KidZania CongreZZ Kids meet quarterly at the city level to share ideas and voice opinions in order to keep KidZania’s spirit alive, current and socially

relevant. The purpose and intent of these meetings are to benefit the KidZanian community by discussing topics such as media, entertainment, education, literature, as well as sharing the main concerns of tourists and citizens of KidZania.CongreZZ Kids are required to serve KidZania for a period of one year, in which a new election campaign will take place at the end of each term. To ensure that only the most deserving candidates are elected into office, candidates have to go through a selection process that includes, résumé submission,

video submission and a face-to-face interview.The inaugural KidZania CongreZZ campaign at KidZania Kuala Lumpur attracted over 200 résumés. These were then shortlisted into video submissions for the final judging round, in a face-to-face interview before a panel of judges who comprised of YBhg. Tuan Haji Mohd Anuar bin Abdul Hamid, Senior Principal Assistant Director, Co-Curriculum and Arts Division, Ministry of Education, Malaysia; Puan Zalina Kamis, Assistant Director, Co-Curriculum and Arts Division, Ministry of Education, Malaysia; Mrs. Mara Whittaker, Educationalist and two representatives from Themed Attractions and Resorts.Elected CongreZZ Kids were judged based on their exemplary aptitude in the areas of education, communication skills, sociability, creativity, respectfulness, articulation as well as overall personality attributes by the panel of judges, whose expertise cover the

fields of education, training and marketing.Y.M. Tunku Dato’ Ahmad Burhanuddin, Managing Director And Chief Executive Officer of Themed Attractions and Resorts Sdn Bhd and Governor of KidZania Malaysia who witnessed the occasion said, “KidZania CongreZZ provides children with the opportunity to exercise their independence through the participation of engaging forums and activities. These children have experienced KidZania at least twice, so they are familiar with the concept, philosophy and activities, and thus are able to contribute fresh, new and creative ideas that will benefit the greater KidZania community.”The first of 20 chosen CongreZZ Kids were officially sworn into office at KidZania Kuala Lumpur, where they solemnly pledged to preserve the rights of KidZania, keep its spirit alive and to get ready for a better world.Benefits of being a KidZania CongreZZ Kid includes participation and decision-making on activity enhancement

at KidZania Kuala Lumpur, an exclusive CongreZZ Kids Office Package that consists of a back pack, t-shirt, badge and stationary, a plaque in recognition of service to KidZania CongreZZ and complimentary monthly admission into KidZania Kuala Lumpur for the CongreZZ Kid and four friends.“KidZania Kuala Lumpur is proud of this milestone as we are truly living up to our spirit of educating, inspiring and empowering children as they discover life in this city that is built just for them,” added

Y.M. Tunku Dato’ Ahmad Burhanuddin.The name “CongreZZ” spelled with ‘Z’ was chosen because at its very core, the word signifies the action of coming together. In choosing to replace the letter “s” with the letter “Z,” the kids were alerting KidZania’s constituency that this would not be their parent’s or an adult’s version of a congress, but rather, it would embrace the kids’ own point of view and express the creativity, passion and resolve that embodies everything their vision stands for.

KidZania CongreZZ Empowering Kids Around the World!

their right to participate and be heard. It is also a fun way to exchange ideas with fellow CongreZZ kids from different parts of the world, with a vast assortment of languages, cultures and points of view, enriching and improving KidZania.

Section E-11

February 2015

t h e v o i c e o f o u r n at i o n

KidZania's 15th AnniversarySculpture Contest

KidZania's Dancing Stars Challenge

KidZania's 15th AnniversaryCruise Celebration

KidZania's 15th Anniversary Gala Dinner

the museum’s historical building is a replica of an elite Mexican family home from the late 1800s. The lovely evening started with Enrique Mena –Commissioner– as the MC, greeting guests from all corners of the world and telling a few historical facts about the impressive venue.

The origin of the name “Bola” or “Ball” is unknown, although there are two versions of this story. The first one states that the original house had a ball-shaped ornament or decoration on top of the building. The other version states that in the 19th century, a riot originated here and during

creation to every KidZania State representative that attended the gala.Shortly after dinner was served, KidZania founders and partners Xavier López, Esteban López,

that time, people used to refer to such events as “la bola” or “the ball”.The house was originally built as a country cottage and olive oil producing hacienda during the 16th century. The property had several owners, but his last owner was Mr. Antonio Haghenbeck y de la Lama, whom in the 1940s remodeled and decorated it as a 19th century mansion, which is how it looks today.Shortly after that, Mr. Xavier Lopez –President of KidZania–

To commemorate the first fifteen years of KidZania, the Central Government of our Nation invited collaborators from its offices and the three KidZania Metropolises in Mexico to participate in a sculpture contest during August.

In an effort to extend our company’s 15th anniversary celebrations among the more than 8,000 KidZania collaborators around the world, the Central Government of KidZania invited them to participate in the Dancing Stars Challenge. It all started with several qualifying rounds, in which participants danced to different rhythms and were evaluated by a local jury. Qualifying couples went on to the Grand Finale in Mexico City. Finalists were participants from KidZania Kuala Lumpur, KidZania Jakarta, KidZania Mexico and the Central Government of KidZania.The excitement and dedication of the team in KidZania Mexico was such, that they hired an expert choreographer and practiced for more than 100 hours, practicing to different dancing styles such as salsa, bachata, mambo and disco. For the Grand Finale, the jury of renowned Mexican choreographers and music experts evaluated the difficulty of the chosen choreography, rhythm, musical coordination, coordination between the dancing partners, expression and wardrobe. Cynthia and Oscar, from KidZania Santa Fe and representing KidZania Mexico won the Challenge, with a prize that consisted of a free all-inclusive trip to the next KidZania foundation. KongratZ to all the participants and winners!

Every year during its anniversary, KidZania celebrates with its collaborators through an array of events, contests and gifts. Given the importance of celebrating 15 years empowering kids, the Central Government of KidZania organized a cruise trip across the Caribbean and invited collaborators from its offices and

On September 3rd, 2014, KidZania celebrated its 15th anniversary with its Central Government and KidZania States representatives at a Gala Dinner in the beautiful Casa de la Bola Museum or “Ball House Museum”. Located on the western part of Mexico City,

Coincidentally, 15 participants submitted their work which was evaluated by a jury of 15 people as well. The jury selected the work of Noé Alvarez –an architect from the Ministry of Urban Development– as the winning sculpture. The sculpture’s 6 rings represent each of the 6 KidZania RightZ (to Be, to Know, to Create, to Share, to Care and to Play), as well as the unification and teamwork of our Nation.Replicas of the sculpture were elaborated in bronze and were given to all industry partners of KidZania Mexico, as well as to each of the Governors of KidZania, during the 15th Anniversary celebrations as a token of appreciation for trusting and believing in KidZania.

KidZania Mexico. A board of the Allure of the Seas, participants cruised for 7 days visiting Fort Lauderdale, Nassau, St. Thomas and St. Maarten. A total of 56 collaborators joined the trip, which was full of fun and relaxation, an excellent opportunity to strengthen bonds and get full batteries for the exciting months to come.

took the stage to share some words with the invitees. He expressed his gratitude to all the guests for being able to travel from different corners around the world to join the gala dinner, and his pride for being part of a company that is truly changing the children of the world. “None of this would have been possible without the hard work of each of you. The most important thing about KidZania is not that it might be a good idea, or the activity design, or the materials used in the construction and architecture of the buildings. What is most important of all is the experience that our visitors take with them, and that is the responsibility of all of us here today. For that reason, you should feel proud of working at KidZania and being part of what we have accomplished together”, he said.Immediately after our President’s message, the winners of the KidZania Dancing Stars challenge were announced, with Hernán Barbieri –Governor of KidZania Mexico– receiving the prize on behalf of the winning couple from KidZania Santa Fe.Following this prizing ceremony, Mr. Noe Alvarez –creator of the winning 15th anniversary sculpture– was invited to the stage to give a replica of his

Francisco Ares and Miguel Angel Luna took the stage to cut the traditional birthday cake, followed by a toast and starting the party for the guests that visited us from all over the world.