Edu-entertainment was a new concept in children’s entertainment.

Edu entertainment
referred to a modality that proposed the strategic use of media in an entertaining fashion
that was easy to understand and capable of constructively influencing the behaviour of
the audience. When KidZania started, the entertainment opportunities for children in
Mexico were very limited compared to the existing scenario. Most alternatives offered
neither cognitive or creative development. The project had multiple entertainment and
learning spaces where children could grow their creative potential. The basic idea which
they tried to cash on was the concept of roleplaying. Based on the idea of “Playing
grown-ups”, a universal playing activity most common among children, the founders
decided to adapt the adult world to a child’s scale. The activities were based around 5
educational themes: Traffic rules, citizenship, environment, health and community.
KidZania also made sure their activities changed and addressed the changing needs of
children over the years. They tried to study the key aspects of children’s lives, their
preferences, purchasing patterns, hobbies and social life. It hence helped understand
what would make KidZania different. The loyalty programme, the currency system and
the idea of citizenship promoted by KidZania was another unique feature introduced by
them. Children were allowed to work and earn Kidzos, the local currency, for their
work. They were allowed to hold public offices, were invited for events, given VIP
access and allowed to purchase goods at a discount for citizens. KidZania market is
different from others based on different kinds of activity they are introducing. A
fundamental and unique element was the city’s own economy. After each activity, the
children were rewarded for their work and children could save this money in a bank
account which they would use for shopping and other activities. The purchases made
in KidZania market would feel realistic and they would understand the basics of the
economy and the value of work.