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Le parc KidZania au Mexique, consumption as jeu d’enfants

Posted on July 21, 2023

When entering a KidZania, no visitor has the sensation of entering a classic amusement park: pas de grande espace à l’air libre, pas de montagnes russes ni même un quelconque manège. L’endroit ne présente d’ailleurs pas comme tel, mais sous le concept de « interactive villas for children ».

Les vingt-huit parcs KidZania du monde – les quatre pionniers ont vu le jour au Mexique – sont tous instalés dans des centers commerce. Et pour cause! KidZania is, actually, a mini-mall for kids, or « a plastic village sur deux étages »as l’a décrit, in 2018, l’écrivain mexicain Juan Villoro dans son livre Horizontal vertigo. A city called Mexico (Editions Almadia, non traduit).

In this très plastifié décor, the children jouent à travailler as des adults dans les enseignes commerciales qui ont reproduce à l’identique leurs boutiques, their logos, their products et même l’uniforme de leurs empleés. Supermarket Walmart joins fast-food McDonald’s, automaker Nissan fait face à un Domino’s Pizza, and the next day avoir franchise un guichet aux couleurs d’Aeromexico. The airline will deliver the ticket d’entrée with the points that can be exchanged at the Spanish bank BBVA against the “Kidzo” tickets.

Seouls le center aérospatial, le théâtre, la caserne des pompiers, la clinique vétérinaire et le poste de police n’affichent pas le name ou le logo d’une entreprise sur leurs vitrines. On the other hand, the Hôpital Angeles belongs to a group of private saints, the university is in the cell of Anahuac, one of the faculties is the plus chères of the countries, and the National Electoral Institute is well the official institution in charge of the elections in Mexico.

On the main street of KidZania amusement park on July 5, 2023 in Mall of Santa Fe, Mexico.
On the main street of KidZania amusement park on July 5, 2023 in Mall of Santa Fe, Mexico. JEOFFREY GUILLEMARD FOR «LE MONDE»
THE
The “Kidzo” are the Monnaie of KidZania. On July 5, 2023, at the mall in Santa Fe, Mexico. JEOFFREY GUILLEMARD FOR «LE MONDE»
Fundraising activity explained, KidZania Amusement Park, Mexico on July 5, 2023.
Fundraising activity explained, KidZania Amusement Park, Mexico on July 5, 2023. JEOFFREY GUILLEMARD FOR «LE MONDE»

« The concept of KidZania is à la fois éducatif et ludique. Les enfants viennent dans our ville pour travailler et gagner de l’argent. The goal is qu’ils comprennent la vie en société, ce qu’implicint le travail et le salaire: chaque fois que vous travaillez, vous gagnez de l’argent que vous economizez, dépensez ou pouvez même doner à des associations charitatives »explained Erasmo Rufrancos, the one of the key words of the enterprise, who guides us in the premier KidZania in the world, nor in 1999 and every day I set up in Santa Fe, in the north-east of Mexico City.

« Your cool is aujourd’hui ? »

The legend of KidZania says that I am a founder, the Mexican Xavier Ancona, 59, to their cette idée alors qu’il devait créer une simple garderie. Plus de vingt ans plus tard, KidZania are present in vingt-deux pays sur quatre continents (Amérique, Afrique, Asia et Europe) and Six establishments are planned in Chicago (Illinois) aux Etats-Unis, Riyadh in Saudi Arabia, Johannesburg in South Africa, Hanoi in Vietnam, Singapore and Hong Kong. La société mexicaine ne publie pas son chiffre d’affaires, mais elle assure qu’elle accueille en moyenne neuf million de visiteurs par sur tous ses sites et travaille avec plus de mille entreprises du whole world.

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