Sim Leisure Group (“SLG” or the “Group”), a leading theme park developer and operator listed on the Singapore Exchange’s Catalist board (SGX: URR), has entered into a tenancy agreement with Sentosa Development Corporation (SDC), to enhance the local suite of educational entertainment experiences in Singapore, with the fifth edition of the award-winning global edutainment attraction, KidZania, in Singapore on Sentosa Island.
The Group has secured the long-term licensing rights for Singapore from KidZania, a Mexican privately held international chain of indoor family entertainment centres.
This will also mark Sim Leisure Group’s expansion into Singapore and the addition of a second KidZania brand under its attraction portfolio.
This new venture builds on the Group’s recent success in turning around a tidy profit of RM6.4M (approximately SGD1.9M) within a mere seven months of active operations after taking over KidZania Kuala Lumpur [2], solidifying its track record of delivering exceptional results through Sim Leisure’s unique proprietary Attraction Management System, an innovative Cost and Productivity efficient platform, developed over its 30 years of experience in the attractions business.
Sim Leisure Group will refurbish the 7,600 square metre Family Entertainment Centre located at Sentosa’s Palawan Beach which housed the original KidZania Singapore and introduce a whole suite of new attractions and experiences.
Some offerings include YouTube Entrepreneur, Animation Studio and Makers Space, and a range of KidZania activities across Sentosa Island to make it even more engaging for families and children.
The reopening of KidZania Singapore, expected to take place in Q1 2024, will enhance the island’s appeal as a family-friendly destination, and top off the attractions offered by the Palawan Beach leisure cluster.
KidZania Singapore by Sim Leisure Group will offer an engaging, educational and hands-on learning experience about the world of adult occupations by allowing them to role-play different professions.
By creating a child-centred community experience, KidZania Singapore’s unique brand of edutainment fun will offer a child-centred experience within a safe and self-contained real-life environment scaled to a child’s size that educates, empowers and inspires four to 14-year-olds.
Aimed at fostering physical and intellectual growth in children, as opposed to the traditional theme park model focused on thrill rides and other attractions, KidZania’s approach is in sync with Sim Leisure Group’s philosophy of creating immersive and engaging attractions that promote education and entertainment in equal measure.
Introducing KidZania 5.0
Image Source: KidZania Kuala Lumpur
Building on the success of previous iterations, KidZania 5.0 is set to provide a fresh viewpoint on the world of professions in response to the complex challenges of the changing world. It will focus on portraying the cities and jobs of the future, preparing the citizens of tomorrow and instilling a better sense of sustainability by incorporating at least 8 elements of the United Nations’ 17 Sustainable Development Goals. Renowned Singaporean and worldwide brands will join Sim Leisure Group in enhancing KidZania 5.0 as Purpose Partners of KidZania Singapore.
Stemming from the group’s renewed focus and by expanding relationships with partners such as Sentosa Development Corporation to reach a broader audience, KidZania Singapore is perfectly poised to set itself apart as a leader in education, entertainment, and innovation.
Dato’ Sim Choo Kheng, Founder and Chairman, Sim Leisure Group, said:
“Personally I love this KidZania concept created by Xavier Lopez. It’s simply awesome, especially in this part of the world where parents are obsessed with their children’s future success. This opportunity of taking over KidZania Singapore was never something I could imagine being part of.
I am very confident with our 30-year track record, starting from scratch to become one of the leading attractions businesses in the world, and our time-proven management approach, KidZania Singapore will be a runaway success. This time I will make sure KidZania Singapore is here to stay.”
Thien Kwee Eng, Chief Executive Officer of Sentosa Development Corporation said:
“The perceptive guests of today are beyond inquisitive, and encouraging curiosity especially among the young ones is key as they discover new ways of thinking through play.
Sentosa Development Corporation is pleased to welcome Sim Leisure Group to bring the innovative KidZania experience back to the island, with a renewed focus on inculcating a deeper understanding of sustainability and future-readiness.
As Sentosa continues to refresh our offerings, we are confident that KidZania Singapore will be an integral part in our revitalisation of Palawan Beach and its vicinity into a compelling family-centric precinct, alongside upcoming offerings such as The Palawan @ Sentosa.”
Xavier López Ancona, Founder, President and Chief Executive Officer of Kidzania said,
“In collaboration with Sim Leisure and Sentosa Development Corporation, we’re excited for the reopening of KidZania Singapore! As the world grapples with the challenges of the twenty-first century, Singapore has long been a center for education and innovation, and we’re eager to make an effect on a whole new generation.
KidZania has always been committed to encouraging kids to dream big and achieve their goals. In addition to helping kids realize their aspirations and pursue their passions, our mission is to help them develop a solid foundation of values and lifelong skills.
We are eager to welcome visitors back to KidZania Singapore and empower them to make the World a Better World!”
Originating from Mexico, the KidZania brand is an international franchise with [26] facilities in [22] countries worldwide, said its website. These include outlets in cities such as Kuala Lumpur, Jakarta, Mumbai, Dubai, London, and Dallas to name just a few.”
For more information, visit www.simleisuregroup.com.