KidZania Singapore

What KidZania Singapore does

KidZania Singapore is an interactive edutainment facility operated by Kids Edutainment Pte Ltd, a subsidiary of Singapore Exchange-listed Sim Leisure Group Ltd, located on Sentosa Island. The venue provides a child-sized indoor city where children aged 4–17 engage in role-play across over 40 establishments — including a hospital, fire station, police station, aviation academy, bank, pizza academy, robotics lab, and retail outlets — that simulate real-world professions. The experience is supported by an internal economy using KidZos, a proprietary currency that children earn and spend during activities, intended to teach financial literacy alongside career awareness and soft skills.

The business model is predominantly transactional ticket sales: paid categories are toddlers (2–3 yrs) from S$40.60, children (4–17 yrs) from S$84.00, and adults (18–59 yrs) from S$51.10, with infants and seniors admitted free. Online tickets are sold directly via the company's website at up to 50% discount versus walk-in prices, with facial recognition check-in replacing traditional ticket scanning. A B·KidZanian CitiZenship programme (S$38 one-off PaZZport purchase) introduces a tiered loyalty mechanism with three progression levels and incremental benefits. Secondary revenue streams include school excursion packages and private birthday party bookings.

The product is delivered through a partnership ecosystem of 23 Purpose Partners, including government agencies (ICA, SCDF, SPF, RSAF), Parkway East Hospital, SingPost, CIMB, Shopee, H&M, and Canadian Pizza, which lend authenticity to the role-play environments. Marketing is conducted mainly through organic social channels (Facebook, Instagram, TikTok, YouTube, WhatsApp, Tripadvisor) targeting families, school groups, and birthday party organisers. The venue operates daily from 10am to 6pm with a lean internal headcount of 17 employees, and is part of the global KidZania franchise network.

Name

KidZania Singapore

Legal name

Kids Edutainment Pte Ltd

Website

https://kidzania.com.sg

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

KidZania Singapore operates an indoor edutainment facility on Sentosa Island where children aged 4–17 experience role-play across 40+ simulated professions, serving families, school groups, and birthday parties through ticketed admission and a loyalty membership programme.

Ownership category

akta.pro rank

Product category

Children's Edutainment Center

NAICS

Amusement Parks and Arcades (7131), Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Kids Party Entertainment (Clowns, Magicians, Characters) (HSACACAG)

Keywords

• Children's edutainment
• Role-play activities
• Experiential learning
• Family entertainment center
• Interactive theme park

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Admission Tickets: KidZania Singapore generates revenue primarily through selling admission tickets for one-day access to the interactive role-play city. Ticket prices vary by age category (Baby free, Toddler S$40.60, Child S$84.00, Adult S$51.10, Senior free). Tickets are subject to 9% GST and can be purchased online with up to 50% discounts during promotional periods.
2. B·KidZanian PaZZport Programme: Children can join the B·KidZanian CitiZenship programme for a one-off registration fee of S$38. The PaZZport provides a hologram sticker, unique stamps for activity participation, and advancement through three citizenship levels (Naturalized, Distinguished, Honorable) with increasing benefits including bonus KidZos and store discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

KidZania Singapore operates an interactive child-sized city on Sentosa Island where children aged 4-17 engage in over 40 role-play establishments to experience real-world professions. The attraction is complemented by the B·KidZanian CitiZenship membership programme (PaZZport for S$38) and a KidZos currency economy that teaches financial literacy through play. The venue generates revenue primarily through admission ticket sales (S$40.60–S$84.00) with online discounts of up to 50% versus walk-in pricing.

Product overview

KidZania Singapore is an interactive edutainment center featuring over 40 role-play establishments where children aged 4-17 experience different professions through realistic role-play activities spanning healthcare (hospital, dental clinic, veterinary clinic), emergency services (fire station, police station, air force, paramedics), culinary arts (burger institute, pizza academy, popsicle factory, snack factory), aviation (air force, aviation academy), retail (fashion boutique, jewellery studio, supermarket), finance (bank, bank vault), media (newspaper edition, radio station), robotics, science, sustainability, and more. The core experience is supported by the B·KidZanian CitiZenship Programme with PaZZport membership and KidZos currency system that incentivizes repeat visits and skill development through three progressive citizenship levels. School Trips provide experiential learning for educational groups, while Birthday Parties offer private celebration packages. The B·KidZanian membership programme creates a loyalty loop, driving repeat engagement as children advance through Naturalized, Distinguished, and Honorable CitiZen levels.

Differentiator

Problem solved

Functional benefit

Brands

• B·KidZanian: A CitiZenship programme where children receive a PaZZport and can earn stamps through role-play activities, advancing through three levels: Naturalized CitiZen, Distinguished CitiZen, and Honorable CitiZen.
• KidZos

Products and services

• Role-Play Activities Over 40 interactive role-play establishments where children aged 4-17 experience different professions through realistic role-play activities, including firefighter, surgeon, pilot, scientist, chef, and more. The core ticketed attraction of KidZania Singapore.
• B·KidZanian CitiZenship Programme A membership programme where children receive a PaZZport and earn stamps through participation in activities, advancing through three levels: Naturalized CitiZen, Distinguished CitiZen, and Honorable CitiZen, with progressive benefits including bonus KidZos and store discounts. Registration fee is S$38.
• School Trips Experiential learning programmes for school groups that complement curriculum through role-play activities. Students learn about careers, money management, and life skills in a realistic and safe environment.
• Birthday Parties Private party packages at KidZania Singapore with a dedicated party room and access to all role-play activities. Birthday children enter free with 10 paying guests.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Universal Studios Singapore: Major themed attraction located on Sentosa Island targeting families and tourists; competes for the same discretionary entertainment spend from Singapore residents and inbound visitors, though at a much larger scale and with rides rather than role-play.
• Pororo Park Singapore: Indoor character-themed edutainment playground for young children in Singapore; competes for the same under-8 birthday party and family entertainment segment with a smaller, character-licensed format.
• KidZania Kuala Lumpur: Sister KidZania venue operated by Sim Leisure Group in Malaysia under the same franchise, offering the identical role-play edutainment model, KidZos currency, and B·KidZanian membership programme — the most directly comparable peer.
• KidZania Dubai: KidZania franchise location in Dubai offering the same global brand, role-play edutainment model, and KidZos economy; useful as a comparable for franchise economics and operational benchmarking in a different regional market.
• LEGOLAND Malaysia: Theme park in Johor Bahru targeting families with children 3-12; competes for the same regional family day-trip spend and overlaps on the educational-play positioning, though delivered through rides and model-building rather than role-play.

Emerging players

• Science Centre Singapore: Singapore-based institution offering interactive STEM exhibits and school learning journeys for children; competes for the same school trip segment and experiential learning wallet but focuses on science discovery rather than career role-play.
• Mattel Adventure Park: Character IP-driven family attraction in development/operation that competes for the same family-entertainment-day spend by combining ride-based and immersive character experiences aimed at children.

Broad incumbents

• Disney Cruise Line / Disney Theme Parks: Global incumbents in family-themed entertainment that compete for the same global family tourism wallet; serve as the upper-bound benchmark for what scaled, IP-driven family entertainment can capture economically.
• ESCAPE Theme Park: Outdoor adventure and recreation park in Penang operated by KidZania Singapore's parent Sim Leisure Group; shares corporate ownership and partner ecosystem but targets an older demographic with outdoor adventure activities rather than child role-play.

Regional players

• S.E.A. Aquarium Singapore: Sentosa-based family attraction targeting similar tourist and local family demographics with educational marine-life exhibits; differs in product format (aquarium vs. role-play city) but draws from the same Sentosa leisure spend pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/kidzaniasgofficial
• Facebookfacebook.com/kidzaniasingaporeofficial
• Instagraminstagram.com/kidzaniasgofficial
• TikToktiktok.com/@kidzaniasgofficial
• LinkedInlinkedin.com/company/kidzaniasgofficial

Revenue estimate

Valuation estimate

Number of profiles

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 Singapore