• P1-billion center for kids, families to rise in Taguig

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    THE world’s fastest-growing family edutainment center has started building its P1-billion interactive facility in the country that would generate close to 500 jobs.

    In choosing the Philippines as its next site, KidZania’s global chief operating officer, Andres Fabre, said that the country has shown a “very strong economy.”

    “The world-class facility is expected to generate close to 500 jobs and cater to 600,000 visitors annually once it starts operations in November 2014,” he added.

    Besides, Fabre said that 27 percent of the country’s population are children, and that the Philippines and Mexico have strong historical ties.

    “There is a great market for KidZania in the Philippines, because a huge part of the population is composed of kids and the country is enjoying a strong economy.”

    Fabre said the company readily chose Manila as the next site for KidZania, because Mexico and the Philippines are both family-centric and share cultural bonds as former Spanish colonies.

    “We also found a reliable partner in Play Innovations, our local franchise owner,” he added.

    The Manila facility, which is set to open in November next year, is currently being developed by the Fort Bonifacio Development Corp. in a 6,000-square-meter property at the Bonifacio Global City in Taguig.

    Fabre said that the facility would also bring the immersive brand experience from Mexico to Manila.

    He explained that the first-of-its-kind indoor play center allows children to freely explore a world their size, and choose from over 100 role-playing activities in different establishments sponsored by real brands.

    Through KidZania’s hyper-real role-play, kids aged four to 14 can learn about different careers, the inner-workings of a city, and the concept of managing money.

    Each experience is designed to empower kids, giving them the confidence to be their best selves, and inspiration to be great global citizens.

    KidZania has become a global phenomenon with 13 locations in 10 countries and is experiencing rapid global growth, with more than 11 locations currently under development around the world.

    Each KidZania location offers experiences that are relevant to a particular region, culture and geography by way of food, entertainment and professions.

    At every location, KidZania uses real-world fun and learning to prepare kids to contribute and create a better world.

    Fueled by a child’s natural desire to create, explore and collaborate, KidZania is equal in parts for entertainment and education, making it one of the most progressive family entertainment concepts in the world today.

    According to Cecille Mariño, Play Innovations industry partners director, “KidZania Manila sponsors will help bring real life to KidZania via branded content products, processes and technologies for the establishments inside the city.”

    “These brands will be able to maximize the experiential marketing platform and will benefit from valuable, uninterrupted, one-on-one time during our role playing activities,” she added.

    Play Innovations, a subsidiary of ABS-CBN Corp., will operate the facility. Maricel Pangilinan-Arenas is its president and chief operating officer.

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