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

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;…