KidZania Moscow

What KidZania Moscow does

KidZania Moscow is a single-site indoor edutainment center operated by OOO Mechtarium (Общество с ограниченной ответственностью «Мечтариум»), a privately held Russian limited liability company registered in Moscow. The park occupies approximately 10,000 square meters on the 4th floor of the Aviapark shopping center at Khodynsky Boulevard 4, adjacent to the CSKA metro station, and has been operating in Moscow since around 2010–2014 under license from the international KidZania brand. The facility serves children aged 2–16 who explore more than 100 role-play professions in a miniature city format, supported by 40+ co-branded activity zones operated with major Russian and international partners including VK, Yandex, T-Bank, Rosneft, Gazprom Neft, Ozon, Medsi, L'Etoile, Pirelli, Kinder, and Mosinzhproekt. Since opening, the park has hosted approximately 3 million children, operating daily from 12:00 to 20:00 in a free-visit admission format.

The core technology stack comprises a proprietary kidZo virtual currency that children earn and spend at activity stations; an e-PaZZport digital loyalty credential integrated with Apple Wallet and Google Pay that mirrors physical passport privileges and accumulates cashback miles (1 mile = 1 ruble); a wristlet-based digital wallet for cashless on-site purchases with automatic end-of-day balance return (22:00–23:59) to the source payment card; and a dedicated online ticketing platform at ticketz.kidzania.ru. The park does not operate a native mobile app; digital engagement occurs primarily through VK (vk.com/kidzaniamoscow) and Telegram (@KidzaniaMSK).

The business model is multi-stream direct-to-consumer: admission tickets across three tiers — Toddler (2–3 years, from 2,060 RUB), Child (4–16 years, from 3,410 RUB), and Adult (17+, from 1,090 RUB) — sold online, at the box office, and via the ticketz.kidzania.ru platform; on-site F&B across six dining concepts (Metropolia restaurant, Pizzeria, Burger Joint, ice cream café, Confectionery, Coffee Shop); birthday party packages (21 themed programs from 16,500 RUB, minimum 3 children); a 60-day Season Pass allowing up to 3 visits; the three-tier 'Be a KidZanian' loyalty program (Recognized, Honored, Honorary Citizen, with escalating 5%/10%/15% discounts); retail merchandise; and dedicated inside-sales channels for school groups (min. 10 children) and corporate event bookings via [email protected].

Name

KidZania Moscow

Legal name

Общество с ограниченной ответственностью «Мечтариум» (OOO "Mechtarium")

Website

https://kidzania.ru

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

KidZania Moscow is a 10,000 sq.m. indoor edutainment center where children aged 2–16 explore over 100 role-play professions in a miniature city. Operated by OOO Mechtarium, the park generates revenue from admissions, F&B, birthday events, season passes, and a tiered loyalty program.

Ownership category

akta.pro rank

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Admission Ticket Sales: Primary revenue stream from sale of time-dated and open-dated admission tickets for three categories: Toddler (2-3 years), Child (4-16 years), and Adult (17+ years). Tickets are sold online, at park box office, and through authorized resellers. Dynamic pricing applies with specific dates commanding higher rates.
2. Food & Beverage Operations: On-site dining establishments including Restaurant Metropolia, Pizzeria, Burger Joint, Cafe-Morzhenoe (ice cream), Confectionery, and Coffee Shop. Payment accepted via wristlet-wallet system and regular card/cash. Additional revenue from culinary master-classes for children.
3. Birthday Party Packages: Organized birthday celebrations starting from 16,500 rubles. Includes 21 unique programs with personal guide, themed entertainment route, catering (Candy Bar), and optional add-ons. Bookings via [email protected] or phone.
4. Season Pass (Season Ticket): 60-day multi-visit pass allowing up to 3 visits within the validity period. Also referred to as 'Kidzania Season Pass' providing repeat access to the park for dedicated visitors.
5. Citizenship Passport & Loyalty Program: Sale of branded passports providing membership privileges including discounts, bonus kidZo, and exclusive activities. Generates ancillary revenue through passport tiers and replacement fees.
6. Retail and On-Site Merchandise: Sale of branded merchandise, activity-related goods, and specialty items at park retail locations. Supports partner brand activations and limited-edition product drops.
7. Group and Corporate Bookings: School group visits (from 10 children), corporate family events, and graduation celebrations. Special registration portals and dedicated contact channels for institutional customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

KidZania Moscow operates a 10,000 sq.m. indoor edutainment center where children aged 2-16 explore more than 100 professions through immersive role-play activities, earning a proprietary kidZo virtual currency. The park sells admission tickets (toddler, child, adult), a 60-day Season Pass, birthday party packages from 16,500 RUB, on-site food and beverage, branded retail, and structured group and corporate programs.

Product overview

KidZania Moscow is a single-site family edutainment center — a 10,000 sq.m. indoor mini-city where children aged 2–16 explore 100+ professions through immersive role-play. The core experience is the Individual Journey (standard admission ticket), with add-ons including the ZTicket seasonal enhancement, the KidZania Season Pass (60-day, up to 3 visits), and Birthday Party packages (from 16,500 rubles, min. 3 children). The Loyalty Program 'Be a KidZanian' layers a three-tier passport system (Recognized → Deserved → Honorable Citizen) on top of the visit, enabling discounts on future tickets, bonus KidZos wages, and cashback miles via the e-PaZZport digital wallet in Apple Wallet/Google Pay. Group and corporate travel programs extend access to school and business audiences.

Differentiator

Problem solved

Functional benefit

Brands

• AirKidZania: In-airport themed experience within the park simulating air travel for children

Products and services

• KidZania Moscow Indoor Edutainment Park
• Individual Journey Ticket
• KidZania Season Pass
• Birthday Party Package
• School and Group Travel Program
• Corporate Travel Program
• ZTicket Seasonal Add-on

Quantifiable outcome

• 3,000,000 children visited since opening
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

40 partnerships are on record, tiered core, major and supporting.

• VK (VKontakte)coreStrategic or Co-development PartnerVK operates multiple branded zones in KidZania including the Blog House (where children create content as influencers), VK Music music studio, and VK Holidays (Partyroom VK Prazdniki) party space featuring Mariusia smart speaker. Children can try various content creator roles such as beauty blogger, food blogger, travel blogger, video editor, and music group artist.
• OzoncoreStrategic or Co-development PartnerOzon operates a delivery service zone and a Parcel Pickup Point (PVP) in KidZania. Children work as couriers delivering orders to citizens, and as PVP employees checking packages against the Ozon database. Ozon provides sticker packs as promotional gifts during the 'Love is...' campaign.
• T-BankcoreStrategic or Co-development PartnerT-Bank sponsors financial literacy-themed activities including Investor, Collector (Inkassator), Vault Employee, and a 'Financial Literacy Game'. Children learn financial decision-making through interactive play scenarios developed by T-Bank.
• PAO NK RosneftcoreStrategic or Co-development PartnerRosneft teaches children oil extraction and refining through a drilling engineer profession, chemical analysis laboratory technician, process technologist, and its own gas station (AZK) where children learn vehicle refueling. The partnership includes a fully branded gas station experience.
• MedsicoreStrategic or Co-development PartnerMedsi operates a full clinic where children practice as residents, radiologists, neonatologists, and ambulance paramedics. Activities include diagnosing patients, performing X-rays and CT scans, conducting appendectomy simulations on mannequins, and providing emergency care in resuscitation.
• L'Etoile (Парфюмерная лаборатория)coreStrategic or Co-development PartnerL'Etoile sponsors a perfume laboratory where children create fragrances as perfumers (ages 4+) and perfumer assistants (ages 2+). The brand teaches cosmetic science and creative expression through scent creation.
• YandexcoreStrategic or Co-development PartnerYandex operates two branded zones: Yandex Food courier center (children work as packaging testers and couriers) and Yandex Lavka darkstore (children work as warehouse workers and warehouse directors). Both teach logistics and delivery concepts through hands-on role-play.
• PAO Gazprom Neft (G-Drive Racing)coreStrategic or Co-development PartnerGazprom Neft's G-Drive Racing team sponsors a pit crew box where children prepare race cars for endurance competitions: changing wheels, refueling, analyzing test run results, and using racing software. Children work as engineer-mechanics.
• NornickelcoreStrategic or Co-development PartnerNornickel operates a mining and metallurgy complex where children descend into a mine to assess metal deposits and participate in excavation work, then learn smelting at a metal plant producing non-ferrous metals. Professions include surveyor and driller-bomber.
• MosinzhproektcoreStrategic or Co-development PartnerMosinzhproekt (Moscow's metro builder) sponsors a construction site where children work as engineers, foremen (proizvoditel rabot), tower installers, and construction layers. Activities connect to real Moscow infrastructure projects.
• Pharmstandard (Фармстандарт)majorStrategic or Co-development PartnerPharmstandard operates a pharmaceutical laboratory where children work as chemist-pharmacists (ages 7+) and pharmacologists (ages 6+), learning drug development and manufacturing processes through hands-on activities.
• PirellimajorStrategic or Co-development PartnerPirelli operates a vehicle service station (STO) where children learn about different tire types, change wheels on vehicles, and understand automotive maintenance. Professions include STO specialist and pit-stop mechanic.
• Royal CaninmajorStrategic or Co-development PartnerRoyal Canin operates a veterinary clinic where children provide care to stuffed animals: diagnosing illnesses, developing treatment and care programs. Professions include veterinary assistant (ages 2+), veterinary doctor (ages 4+), and veterinary traumatologist (ages 4+).
• FrutoNyanyamajorStrategic or Co-development PartnerFrutoNyanya operates a dairy factory producing milk desserts. Children work as dairy technologists, dairy factory inspectors, and young technologists (ages 2-3). Children produce and take home their own milk desserts, learning about homogenization, pasteurization, and dairy nutrition.
• Kinder (Ferrero Russia)majorStrategic or Co-development PartnerKinder sponsors a chocolate factory where children learn chocolate history and make chocolate themselves. Children work as chocolatiers (ages 4+). Sponsored by ZAO Ferrero Russia.
• MaksimaTelecomsupportingStrategic or Co-development PartnerMaksimaTelekom provides free WiFi access throughout KidZania as a technology partner. The company develops advanced communication systems for mass service locations.
• Moscow TransportmajorStrategic or Co-development PartnerMoscow Transport operates an electric bus excursion within KidZania. Children can ride as tourists or try being tour guides conducting excursions past the city's landmarks. Promotes urban transport awareness and ecological responsibility.
• SamoletcoreStrategic or Co-development PartnerSamolet (real estate developer) operates a headquarters building where children work as interior designers, architects, innovation architects, architectural supervision inspectors, and young architects (ages 2+), learning about urban development and housing design.
• LamodacoreStrategic or Co-development PartnerLamoda operates a Fashion Academy where families can try fashion professions together as part of the 'Love is...' campaign. Children learn styling and fashion through a unique family activity format.
• MISSIONcoreStrategic or Co-development PartnerMISSION sponsors a Healthy Eating Studio and Confectionery, offering the Banofee dessert as a seasonal novelty (February 19-27). Children learn culinary arts and confectionery skills. MISSION products feature in the 'Love is...' campaign.
• BICcoreStrategic or Co-development PartnerBIC operates an Art School where children create holiday cards for loved ones. Activities double kidZo earnings during the 'Love is...' campaign period.
• Lysol LaboratorycoreStrategic or Co-development PartnerLysol sponsors a laboratory where children receive gift sets for their families upon visiting, promoting hygiene and health awareness. Part of the 'Love is...' family care campaign.
• Mosvolontyor (Volunteer Center 'Dobroe Mesto')supportingStrategic or Co-development PartnerThe Mosvolontyor volunteer center operates zones for animal helpers (ages 6+), volunteers (ages 4+), and sports volunteers (ages 4+). Pre-registered adult guests can visit these zones for free. Requires electronic pre-registration.
• Security VisionsupportingStrategic or Co-development PartnerSecurity Vision (Russian cybersecurity platform since 2016) operates a cybersecurity center where children work as threat analysts (ages 7+), cybersecurity specialists (ages 4+), and white hackers (ages 7+).
• Europa PlussupportingStrategic or Co-development PartnerEuropa Plus operates a radio station where children work as news anchors (ages 7+, 25 min) and RadioActive show hosts (ages 5+, 25 min). Reporters conduct live broadcasts from event locations and interview celebrity guests.
• BURO.supportingStrategic or Co-development PartnerBURO (digital media outlet covering culture and fashion) operates a newspaper editorial office where children work as journalists (ages 4+), learning interview skills, article writing, editorial processes, and newspaper publishing.
• PREMIER Online CinemasupportingStrategic or Co-development PartnerPREMIER operates an animation studio where children work as animators (ages 5+, 30 min), creating animated content in a professional studio environment.
• YADRO (Engineering Center)coreStrategic or Co-development PartnerYADRO operates an engineering center with three professions: Smart City Engineer (ages 7+), Assembly Specialist (ages 6+), and Robotics Technician (ages 6+), each lasting 30 minutes. Teaches advanced engineering concepts to children.
• MoskvichcoreStrategic or Co-development PartnerMoskvich (legendary Moscow automobile plant, now producing full-cycle vehicles) operates a Quality School with three professions: Controller (ages 4+, 20 min), Assembler (ages 6+, 20 min), and Design Engineer (ages 4+, tablet-based activity near play zone).
• R.O.C.S.majorStrategic or Co-development PartnerR.O.C.S. (oral care products company) operates a dental clinic where children learn oral hygiene basics, proper tooth brushing, and patient treatment. Professions include dental hygienist (ages 4+) and therapist (ages 4+), each 20 minutes.
• BeelinemajorStrategic or Co-development PartnerBeeline operates a secret agents communication office where children work as secret agents (ages 4+, 20 min), learning communication and detective skills through spy-themed role-play.
• BRandICEsupportingStrategic or Co-development PartnerBRandICE (ice cream brand from Moscow Ice Cream Factory AO BRPI) operates an ice cream cafe within KidZania. Children can enjoy a variety of ice cream flavors (100+ varieties of classic, premium, functional, and enriched ice cream, sorbets, and handmade ice cream cakes).
• Leva (Кондитерская Лёвушка)supportingStrategic or Co-development PartnerLeva is a new milk chocolate and chocolate candy brand from Confectionery Union Slavyanka, designed for children and parents. Operates a confectionery where children work as confectioners making chocolate desserts using a proprietary KidZania recipe (ages 4+, 20 min).
• Erich KrausesupportingStrategic or Co-development PartnerErich Krause (stationery, creativity products, backpacks, bags, Christmas ornaments, gifts, and decor manufacturer) operates professions as journalist (ages 7+, 30 min) and illustrator (ages 4+, 30 min).
• Belaya Raduga (Ортодонтическая лаборатория)supportingStrategic or Co-development PartnerBelaya Raduga is a network of high-tech family dental clinics. Operates a digital orthodontist profession (ages 4+, 20 min) teaching advanced dental technology concepts to children.
• Moriki DorikisupportingStrategic or Co-development PartnerMoriki Doriki (cosmetics for sensitive children's skin, hypoallergenic, paraben/silicone/mineral oil free) operates a beauty salon where children work as hair stylists (ages 4+, 20 min), selecting hairstyles from a catalog and recreating them on training mannequins.
• Ecological Center 'Gorod Neravnodushnykh'supportingStrategic or Co-development PartnerGorod Neravnodushnykh (City of Indifferent - brand and urban platform for social initiatives) operates an ecological center with professions including agro-ecologist (ages 6+), recycling specialist (ages 6+), and waste sorting operator (ages 6+).
• Klinsky Meat Processing PlantsupportingStrategic or Co-development PartnerOne of the largest meat processing enterprises in Moscow Oblast operates a sausage factory with professions as Technologist (ages 4+, 20 min) and Quality Control Expert (ages 6+, 20 min). Children participate in every step of sausage production from visual inspection to packaging.
• Project Studio 'My District' (Мой район)supportingStrategic or Co-development PartnerMy District is a Moscow Mayor's program for comfortable urban environments. Operates professions as Herald (ages 4+, 20 min), Tour Guide (ages 6+, 20 min), and Urbanist (ages 6+, 20 min), teaching city planning and local governance.
• Naked Hearts Foundation (Фонд Обнаженные сердца)supportingStrategic or Co-development PartnerThe Naked Hearts Foundation (founded by Natalia Vodianova) promotes social inclusion of people with disabilities. Operates a charity zone where children learn about volunteering and can donate kidZo to children with developmental needs or collect donations as volunteers (ages 4+, 20 min).

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Madame Tussauds: Major global indoor attractions operator (parent: Merlin Entertainments) running paid-admission, family-oriented experiences in city centers. Overlaps with KidZania on the indoor family attractions category, but specializes in wax figures rather than role-play edutainment.
• Luna Park (Melbourne) / Tivoli Gardens: Historic urban amusement parks operating paid-admission attractions for families in dense city centers. Comparable in operating a large-format, ticket-based, family-oriented entertainment venue in a metropolitan market, though with a rides focus rather than role-play edutainment.
• Disney Junior Live On Tour / Disney Junior Play Date: Disney's family and pre-school entertainment experiences including touring shows and indoor play concepts. Represents a much larger incumbent in the kids entertainment category with strong brand IP — a competitive force for any children's edutainment venue.

Regional players

• Boston Children's Museum: Long-established US children's museum featuring interactive exhibits, role-play zones, and family programming. Adjacent to KidZania on the children's experiential learning category, but operates as a nonprofit museum rather than a commercial FEC.

Direct peers

• LEGOLAND Discovery Centre: Indoor role-play and build-and-play attractions under the LEGO brand, located in major cities worldwide. Closest global competitor to KidZania's indoor edutainment format, with a similar target demographic (families with children 3-10) and similar ticket-based business model.
• Pororo Park: Indoor theme parks based on the Korean children's character Pororo, with locations across Asia and the Middle East. Directly comparable indoor kids edutainment venue with character-driven role-play zones and family admissions model.
• Crayola Experience: Multi-location indoor attraction where children engage in creative, hands-on activities themed around the Crayola brand. Operates on a comparable indoor FEC + edutainment + birthday party + retail model in major metro markets.
• KidZania (global franchise): The global KidZania franchisor and operator of sister parks in over 20 countries. Same miniature-city role-play edutainment model, same brand system, same kidZo currency mechanic — KidZania Moscow is a directly comparable franchise unit within the same global network.

Emerging players

• Discovery Cube: Children's science museums in Southern California with hands-on STEM exhibits and role-play activities. Adjacent edutainment format targeting similar age cohorts (children 2-12) with a comparable mix of education and entertainment.
• Peppa Pig World (Paultons Park): UK-based family theme park with a dedicated Peppa Pig World zone featuring rides and role-play areas for young children. Comparable in targeting pre-school through early-elementary audiences with character-driven, gentle experiential attractions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/KidZaniaMoscow
• Facebookfacebook.com/KidZaniaMoscow
• LinkedInlinkedin.com/company/kidzania-moscow

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KidZania Moscow