CAMMIE DUNAWAY OF KIDZANIA EXPLAINS HOW TO MARKET A WORLD OF MAKE BELIEVE

CMO CMO
January 23, 2015

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All KidZanias are attached to shopping centers, and the company has targeted sprawling megacities where, for reasons of security or climate, a mall culture has flourished, and parents can, in theory, drop off their children at the park and then go to browse the stores or eat lunch at one of the mall’s restaurants, tidily completing a circuit of consumption. The ideal location for a KidZania is a place where there is a high disposable income and an ethos of spending prevails; where children are sophisticated consumers of popular culture and users of digital media, and expect novelty and stimulation; and where there are few cultural or historical attractions, and little else to do in the way of entertainment. Best of all for KidZania would be a spectacular and well-trafficked mall that is otherwise surrounded by a barren, inhospitable desert.

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