Kids from Mexico City to Tokyo and beyond are having fun playing career roles in mini-cities created by KidZania.
The "cities"--spaces in malls--have different areas devoted to occupations such as pilot, veterinarian, and so on.
Now the company, founded in 1996, is expanding rapidly through franchising in different regions. Take a look at this slide show for more.
What makes KidZania even more interesting (from a marketing perspective) is that brands such as the US-based Coca-Cola and Portugal-based Cin are sponsoring areas or props in various career areas of local KidZania spaces. Kids who want to try out medical careers, for instance, play in the Johnson & Johnson-branded infirmary. Cin sponsors areas where kids paint walls as part of construction/home decorating occupations.
What issues are raised by putting brands into kids' hands and minds earlier and earlier?
