"How to Make a Better Egypt"

KidZania®, the first edutainment center in Egypt and Africa

Cairo 23/3/2011 - With a persistent concern to develop children's abilities and potential; and believing that they are the most important segment in any society, Edrak for Edutainment Projects Development Company broke a new ground by carrying out the first children's opinion poll titled "How to Make a Better Egypt". The poll aims at coming to know children's thoughts and ideas as well as gaining an understanding of their visions for the current events the Egyptian community is going through.

"We have an avid concern about the significance of the development of children's capacities and potentiality. Hence, the first step towards that comes through listening to their thoughts and getting to know their propositions, instilling the concept of communal participation and interaction with social issues into them at an early age.  The poll results would be a subject of study to draw on in all our future developmental projects," said Tarek Zidan Edrak's Chief Executive Officer.

"This poll will ultimately serve Edrak's philosophy to effectively and positively contribute to the ongoing development of community, with a special attention devoted to Education. Our overriding objective is to improve the skills and abilities of children by providing effective and beneficial edutainment projects," he added.

"The growth of any nation is measured by its rising distinctive and enlightened generations, and to this end Edrak seeks to introduce the 'edutainment' concept, blending Education with entertainment by providing projects aimed at helping children acquire useful skills and mobilizing them to be the future leaders whilst having fun. On that account, Edrak broke ground on KidZania® Cairo premises, the first edutainment city in Egypt and Africa. KidZania® is a child-scale city, a dedicated real-life replica for children aged 4 to 14 where they will get to understand the world of grown-ups better by being grown-ups themselves," said Mr Zidan.

Mr Zidan pointed out that as a community-based project, KidZania® will help counteract the problem of unemployment by availing in excess of 900 direct and indirect job opportunities. What's more is designating a sustainable portion of the project's annual returns for the needy children and even providing them the opportunity to visit the city.

Edrak is expected to announce the survey results in a press conference oriented towards shedding light on the ideas and visions of children who account for 34% of the Egyptian population. All the company's future community-oriented projects will capitalize on these results.

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About Edrak for Edutainment Projects Development
Edrak for Edutainment Projects Development was established in April, 2010. It is an Egyptian shareholding company with a paid capital of EGP 30 million. Edrak develops projects that positively impact the intellects and the overall health of children, women and the Egyptian family at large. It also manages three international brands: KidZania®, Jazzercise®, and The Little Gym®, which are expected to generate EGP 100 million in investments; and offer around 600 new employment opportunity when they launch.

About KidZania
KidZania is an award winning concept recognized worldwide.  It was first established in 1996 in Mexico, Mexico City as the first edutainment park for children. KidZania is designed as a real city to provide the ultimate role playing opportunities for kids from the age of four to fourteen years old.

In 1999, the first year of operations, KidZania Mexico City exceeded the expected 400,000 turnout for visitors by 90%, receiving 760,000 visitors.

KidZania now receives over 10 million visitors in 8 currently operating locations around the world.
KidZania partners with over 60 leading organizations in each location to create a branded and functional city made for kids with a kids scale.

KidZania Cairo
KidZania is planned to open in Cairo around October, 2012, strategically located at Cairo Festival City project, spanning over 7,500m2 of built-up area and two floors.
When it opens, KidZania Cairo is expected to receive between 750,000 to 1 million visitors in its first year.

© Press Release 2011