KidZcity

What KidZcity does

KidZcity is a privately held indoor amusement park founded in October 1999, operating a single 5,000 m2 venue in a converted factory hall in Utrecht, Netherlands. The company offers 13 attractions for children aged 0-11, including a balloon carousel, bumper cars, a 9- to 11-meter family slide, an 8-meter climbing castle, a Star Wars-themed laser game arena, a children's theater, a horse carousel, a safari train, a ball-cannon Timekeeper, a 2m x 3m interactive floor with 25 games, a digital art installation (ViZcity), a multi-level climbing maze, and a dedicated toddler Pamperhoek. The technology stack is entirely physical/mechanical, with a small set of off-the-shelf digital projection installations; no proprietary software, AI, or platform is part of the offering.

The business is direct-to-consumer with mandatory online reservations; tickets are sold at a single €18.50 admission covering all 13 attractions with unlimited re-rides, and children under 2 enter free. Revenue is diversified across four streams: one-time admission fees, pre-booked birthday party packages starting from €19 per person (four tiers, minimum 6 paying children), on-site food and beverage (restaurant with AC, vending, cotton candy machines), and coin-operated claw machines and candy vending. Additional revenue comes from primary school and BSO (after-school care) group excursions, with school rates available from 50 paying children. The go-to-market relies on the company website, Facebook organic content, YouTube vlogs, and earned media across Dutch parenting blogs (KekMama, Kidsproof, etc.), supplemented by charitable sponsorships (Ronald McDonald Huis, Make a Wish, Opkikker, KeepHerHeadUp) that generate community goodwill.

The company is independently owned with no disclosed parent, no subsidiaries, no funding rounds, and no institutional investors. It operated as a single-site business before COVID-19, was forced to close and restructured into a time-slot, reservation-based model upon reopening, and used the closure period to renovate. Geographic reach is domestic Netherlands only, concentrated in the Randstad metropolitan area with a ~20-minute draw from Amsterdam. There is no evidence of digital channel expansion, franchise model, or second site, leaving growth bounded by the physical capacity of the Utrecht venue.

Name

KidZcity

Legal name

KidZcity

Website

https://kidzcity.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

KidZcity is a privately held indoor amusement park in Utrecht, Netherlands, operating 5,000 m2 of weather-independent rides, slides, and play attractions for families with children aged 0-11, generating revenue from admissions, birthday party packages, school trips, and on-site food and beverage.

Ownership category

akta.pro rank

Product category

Indoor Family Entertainment

NAICS

Amusement Parks and Arcades (7131), Amusement and Theme Parks (713110), All Other Amusement and Recreation Industries (71399)

SIC

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

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industry

Birthday Party Services (HSACACAA)

Keywords

• Indoor amusement park
• Family entertainment venue
• Children's birthday parties
• Indoor playground
• School excursion packages

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission fees: One-time admission fees charged per visitor (children 3+ and adults). Children 0-2 years enter free. All 13 attractions are included in the single admission price.
2. Birthday party packages: Pre-booked party packages starting from €19 per person (minimum 6 paying children), including entry, food, drinks, and small gift. Four package tiers available with increasing inclusions.
3. Food and beverage: On-site restaurant serving fries, snacks, drinks, and coffee. Vending machines for candy, chips, and automated cotton candy. Limited outside food permitted.
4. Grasp machines and vending: Prize claw machines and vending machines for jelly beans, chips, chocolate, and cotton candy operate with coins/money. Attractions are included, but these premium entertainment options are separate.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

KidZcity operates a 5,000 m2 indoor amusement park in a converted factory hall in Utrecht, Netherlands, featuring 13 rides and play attractions for children aged 0-11. A single admission fee (€18.50 per person aged 3-100) includes unlimited access to all 13 attractions including a balloon carousel, bumper cars, family slide, climbing castle, interactive floor, laser game, horse carousel, safari train, children's theater, and toddler play area. The park also offers birthday party packages starting from €19 per person and school excursion packages for groups of 50+ children.

Product overview

KidZcity is a single indoor attraction park product located in Utrecht, Netherlands, spanning 5,000 m2. The core offering centers on 13 distinct attractions including the Balloonride, Botsauto's, Familieglijbaan, Interactieve Vloer, KidZcity Kasteel, Kindertheater, Klimdoolhof, Lasergamen, Paardencarrousel, Pamperhoek, Safaritrein, Timekeeper, and ViZcity. Additional services include Kinderfeestjes (birthday party packages) and Schoolreisjes (school trip packages). All attractions are included in a single entrance fee with unlimited rides, operating 6-7 days per week.

Differentiator

Problem solved

Functional benefit

Products and services

• KidZcity Indoor Amusement Park Admission A 5,000 m2 indoor amusement park in Utrecht, Netherlands featuring 13 attractions for children aged 0-11 and their families. Single admission fee (€18.50 per person aged 3-100) includes unlimited access to all 13 attractions. Children aged 0-2 enter free. Free parking and free WiFi included. Open 6-7 days per week.
• Kinderfeestjes (Children's Birthday Parties) Full-service children's birthday party packages starting at €19 per person for a minimum of 6 paying children. Includes park entry, fries, drink, and small gift. Four package tiers available (A through D) with increasing inclusions including snacks and soft ice cream.
• Schoolreisjes (School Excursions) School excursion packages for groups of 50+ paying children including reduced rates, fries, and drinks. Attractions are supervised and operated by park staff. Targeted at primary schools (groups 3-7) and BSO (after-school care) organizations.
• Balloonride (Balloon Carousel) A carousel-style ride featuring 8 colorful hot air balloons with hundreds of colored lights that rotate and tilt, accommodating approximately 4 children per balloon. Included in standard admission.
• Botsauto's (Bumper Cars) Child-sized bumper cars on a dedicated arena where children aged 4 and up can drive, bump, and race independently. Included in standard admission.
• Familieglijbaan (Family Slide) A 9-11 meter high family slide where up to 6 people can ride together, requiring climbing a tall staircase to access. Included in standard admission.
• Interactieve Vloer (Interactive Floor) An interactive projected floor approximately 2m x 3m where children can play 25 different active games including football, mouse-hunting, speed courses, and catching fireflies. Included in standard admission.
• KidZcity Kasteel (Climbing Castle) An 8-meter high climbing castle with nets, slides including a free-fall slide with a 2-meter drop, and occasional lightning and thunder effects. Included in standard admission.
• Kindertheater (Children's Theater) A theater space featuring live performances by clowns, magicians, and dancers on busy days, plus XXL Lego building blocks and a TV viewing area. Mascot Z visits regularly. Included in standard admission.
• Klimdoolhof (Climbing Maze) A 3-level funhouse and climbing maze with obstacles including sling balls, slides, crawl tunnels, roller tubes, boxing balls, rope bridges, nets, a spooky corner, and a viewing tower at the top. Included in standard admission.
• Lasergamen (Laser Games) A Star Wars-themed laser tag arena with blacklight effects, hidden passages, and super hero costumes where children aged 5-11 compete in 5-minute rounds. Included in standard admission.
• Paardencarrousel (Horse Carousel) An antique carousel with painted horses of various sizes including baby horses, decorated ceiling, and hundreds of lights, featuring two carriages (swing coach and rotating coach). Included in standard admission.
• Pamperhoek (Toddler Area) A dedicated safe play area for babies and toddlers up to 4 years featuring softplay elements, a ball pit, and a miniature traffic course with traffic lights, zebra crossings, and roundabouts. Included in standard admission.
• Safaritrein (Safari Train) A jungle-themed train ride where children can see wildlife (crocodiles, bears, tigers, flamingos), press buttons to hear animal sounds, and optionally drive the train. Included in standard admission.
• Timekeeper A time machine-themed attraction with 18,000 foam balls, 3 levels of cannons to shoot foam balls, ball transport tubes, and a surprise from the clock when the siren sounds. Included in standard admission.
• ViZcity (Digital Art Aquarium) A creative digital art attraction where children color fish drawings, scan them, and watch their creations come to life swimming in a large aquarium screen display. Included in standard admission.
• On-site Restaurant and Food Service On-site air-conditioned restaurant serving fries, snacks, drinks, and coffee. Vending machines for candy, chips, and automated cotton candy. Limited outside food permitted. Operates as a separate revenue stream alongside admission.
• Prize Claw Machines and Vending Coin-operated prize claw machines and vending machines for jelly beans, chips, chocolate, and automated cotton candy. Operates with coins/money as a separate revenue stream from admission.

Quantifiable outcome

• 25+ years in operation since 1999
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• City SkydiveminorStrategic or Co-development Partner · 10 June 2021Collaborative event partnership for the Kanjer Skydive Event - an event for seriously ill children combining indoor skydiving and play at KidZcity. Organized by a City Skydive intern as an exam project, in partnership with Stichting Kanjer Wens.
• Ronald McDonald HuisminorOthersKidZcity sponsors Ronald McDonald Huis as part of their charitable giving program supporting sick children and their families.
• Make a Wish (Stichting)minorOthersKidZcity sponsors Make a Wish Foundation, fulfilling wishes of seriously ill children.
• OpkikkerminorOthersKidZcity sponsors Opkikker organization that provides memorable experiences for chronically ill children.
• KeepHerHeadUp (Kris fundraiser)minorOthersKidZcity donates €2 per paid visitor ticket to KeepHerHeadUp charity supporting Kris who needs a €119,000 operation in Barcelona for CCI (neck vertebrae instability).
• City SkydiveminorOthersSponsored event venue for Kanjer Skydive Event where families with seriously ill children were transported by Tesla and Lamborghini to enjoy skydiving and KidZcity.
• Sponsors for Kanjer Skydive EventminorOthersFrieslandCampina Professional Lattiz (cappuccino), Bidfood Horecagroothandel (snacks and drinks), provided free products for the event for seriously ill children.

Scale indicators6 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Duinrell: Established Dutch amusement park and resort combining indoor and outdoor attractions; competes for the same Dutch family day-trip wallet with a much larger attraction portfolio.
• Walibi Holland: Major Dutch theme park operator targeting families across the Randstad, comparable in geography and family-entertainment positioning though with a broader rides portfolio than KidZcity.
• Avonturenpark Hellendoorn: A large established Dutch theme park near the same Randstad region, competing for family day-trip and birthday-party budgets; broader outdoor portfolio but overlapping target market.
• Plopsa Indoor Coevorden: Plopsa Group operates themed indoor family parks in the Netherlands and Belgium based on children's TV brands; competes for the same young-child day-trip and birthday-party demand as KidZcity with stronger IP-driven differentiation.
• Tikibad / Tikibad Duinrell: Large indoor water-play attraction within Duinrell catering to similar family and birthday-party segments, illustrating how larger incumbents bundle indoor attractions.

Direct peers

• Ballorig: Ballorig operates the largest chain of indoor playgrounds in the Netherlands with multiple locations, directly comparable to KidZcity's indoor-play model targeting young children and birthday parties.
• Jumpsquare: Jumpsquare runs a Dutch network of trampoline and indoor active-play parks serving the same young-family demographic and birthday-party use case as KidZcity.
• Joycity Tiel: Joycity is a Dutch indoor amusement park targeting children and families with rides, slides, and party packages — directly comparable single-venue indoor attraction concept to KidZcity.
• Monkey Town: Monkey Town is a multi-site Dutch indoor-play and trampoline-park chain competing for the same families and birthday-party segment as KidZcity, with a comparable all-inclusive ticket concept.

Regional players

• Speelstad (De Speelstad): Regional Dutch indoor-play and soft-play operator with multi-site presence, comparable all-day admission format and children's party packages to KidZcity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/speelstadkidzcity
• Xx.com/KidzCity
• LinkedInlinkedin.com/company/kidzcity

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 KidZcity