KidZania partnership value set to double

Themed Attractions Sdn Bhd, the Malaysian operator of children's role playing theme park KidZania, expects to see the value of its partnership with corporates to double to some RM20 million (US$6.3 million) soon.

To date, Kidzania has attracted eight companies, with Fitters Diversified Bhd being the latest one, committing RM1.7 million (US$500,000) to build a child's size fire station.

The other seven marketing partners are AirAsia Bhd, CIMB Group, Honda, Media Prima Bhd, The New Straits Times Press (Malaysia) Bhd and Pos Malaysia Bhd.

Themed Attractions Managing Director and Chief Executive Tunku Datuk Ahmad Burhanuddin said, "more partners are coming in the next couple of months and by the time we open in 2012, we are hoping to see the value of these partnerships double."

KidZania Kuala Lumpur will open in January at The Curve, Mutiara Damansara, covering over 7,500 metre2 where children from between the age of four and 14 will be able to role-play professions such as firemen, reporters, TV producers and directors, pilots or airlines' cabin crew.

Tunku Ahmad said Themed Attactions, owned by Khazanah Nasional Bhd (80%) and Boustead Holdings Bhd (20%), has so far invested about RM80 million (US$25 million) in the theme park.

"We are confident that this business will generate a very good rate of return for us, judging from its success in the countries in which it has presence."

KidZania, a franchise from Mexico, is already available in 10 locations including Tokyo, Jakarta, Seoul and Dubai.

Tunku Ahmad expects KidZania to offer employment to over 400 people and attract over 500,000 visitors annually.

Under the partnership, Fitters will equip the fire station with firefighting equipment, materials and safety protection services and products, scaled down to a child's size.

14th June 2011 - CHILDREN THE FOCUS OF ATTRACTIONS DEVELOPMENT IN MALAYSIA

12th May 2011 - PEET JOINS MALAYSIA’S THEMED ATTRACTIONS AND RESORTS

2nd November 2010 - KIDZANIA EXPANDS INTO ASIA