Playing at work

It’s in Mexico, Japan, Korea and Indonesia and now KidZania, the edutainment theme park centre, is in Bangkok too offering youngsters a chance to learn by role playing.
 Providing more than 80 careers, among them pilot, banker, physician and veterinarian, children between the ages of four and 14 can experience working as adults with real equipment and uniforms.
This small world, which opens today on the fifth floor of Siam Paragon, also has its own currency, with kids earning KidZos for some though not all jobs and able to spend their wealth on purchases that take their fancy or paying to learn certain skills like driving.
On entering, children choose the career they are interested in and head to the relevant replica career building (called “establishments”) where “zupervisors” take care of them. Parents or chaperones are not allowed in the establishments and can't manipulate or interfere while the little ones are busy with activities though they are allowed to take photographs from the outside.
Each establishment is sponsored and branded by familiar brands. In Thailand, at least 22 partners have entered into agreements with KidZania. AirAsia is bringing a real cockpit and passenger seats for would-be flight attendants and pilots, McDonalds runs the hamburger establishment, Meiji teaches milk bottling and 7-Eleven is in charge of the convenience store. There’s also a B-Quik auto shop and an Oishi sushi joint.
The centre was chaotic at the soft opening last week, as parents and kids wandered around establishments to try different careers.
Parents also went against the rules, entering the establishments and helping their children to accomplish their missions.
“It’s frenzied but I think it is going to be orderly soon, just as it is in Japan. Having KidZania here is very convenient and I’ll be bringing my daughter here regularly,” says one mother who asked not to be named.
She and her child have experienced KidZania in Tokyo and both loved it. The mother says the edutainment centre has no language boundaries, as her daughter was unable to understand the Japanese supervisors and had a great time at the ABC Cooking studio.
While she’s expecting the same of the Bangkok franchise, she adds that the atmosphere is very different. “I hope it will get better and that Thai parents and kids will soon learn the rules for playing here,” she says.
For most adults and children, though, KidZania is a brand new concept and it probably will take time before they fully understand the centre’s regulations. Many will also find their protective instincts badly bruised as their children switch to having fun under the guidance of the “zupervisors”.
Scott Charles Schubert, CEO of KidZania Bangkok, is not worried about parental interference, saying that parents and kids will receive guidance before entering and the staff will ensure the rules are followed.
KidZania founder Xavier Lopez Ancona shares Schubert’s views, saying that Thai children are no different from kids anywhere else in the world.
“Kids are the same wherever you go. They like to play,” says Ancona, who flew into Bangkok – his first visit – for the opening of what is now his franchise’s world’s largest indoor site with 10,000 square metres of streets, buildings, utilities and vehicles.
Children’s behaviour varies depending who they come with, adds Schubert, who closely observed a special opening for groups of schoolchildren.
“When they come as a group, they will try something like going to the barber to have beards drawn on their faces, then poking fun each other rather like gangsters.
“But when they come with their parents, they hesitate about doing that. Perhaps they are scared of what their parents will say. It’s a pleasure to observe their different behaviours,” Schubert says.
He has no doubts that KidZania Bangkok will be as every successful here as it is in other countries, adding that he’s already received a call from one Thai dad wanting to book an entire session to let his child enjoy an exclusive birthday party with friends. The cost, he adds, is in excess of Bt100,000.
Lower income kids are likely to be left out of the equation as a day out for one parent and a child exceeds Bt1,000 – Bt650 for the child and Bt400 for their guardian. Adults over 60 are charged Bt350 while the fee for toddlers aged 2 to 3 years is Bt300. Only the under-twos get in for free.
Ancona expects many more KidZanias to open in Asia, pointing out that half of the world’s population is in Asia and that Asian economies are growing fast.
Founded in Mexico in 1999, KidZania has franchises in 12 countries including South Korea, Dubai, Malaysia and two in Japan. Five more countries are due to come on board, among them the UK, Russia and Singapore.

NO KIDDING

KidZania is open from 10am to 5pm Monday to Friday and 10am to 3pm and 4pm to 9pm on Saturdays and Sundays.
Children and their parent or chaperone have to buy tickets – Bt650 for children and Bt400 for adults. Security bracelets enable KidZania staff to track and locate each child. Children will also receive a boarding pass and a cheque worth 50 Kidzos.
Children are free to choose a career for role-playing. Parents aren’t allowed inside the establishments, however each zone has an adult “zupervisor” to watch over the youngsters.
Kidzos can be deposited at the bank, where kids can also open an account and use the ATM.
There’s an additional fee for certain activities, for example. getting a driving license but some careers, such as a bank clerk, also pay a wage.
Like in the real world, the money doesn’t expire, which encourages return visits to KidZania.
The money can be used to buy things at the department store or deposited at the bank, where it will earn interest.
There’s a common shop area where parents can hang out and buy food and drinks with real money.