Edrak for Edutainment Projects Development Company has acquired the franchise of three international brands in the fields of edutainment and fitness. Kidzania, The Little Gym and Jazzercise, expected to drive total investments of LE 100 million when launched in 2011 and 2012.
In a statement to the press, the firm said Kidzania, Edrak’s flagship brand, is an ‘edutainment’ concept that offers children aged four to 14 the exposure to real working environments.
Edrak has recently contracted with Cairo Festival City to host KidZania on its premise, spanning on 5,300 square meters and two floors. To open in October 2012, KidZania is expected to host between 750,000 and one million visitors annually, the firm said.
Jazzercise will provide new fitness patterns for women on the tunes of jazz music; while The Little Gym aims at developing children’s fitness from the age of four months to 12 years old. The first branch is planned to open in Heliopolis area during the first quarter of 2011.
KidZania was first launched in Mexico City and Monterrey in Mexico. To-date, it spans over 10 cities around the world including Tokyo, Jakarta, Seoul, Lisbon, Koshien, Santiago, India and Dubai.