KidZania® Children to discover the secrets of baking and candy making with Edita
Cairo, August 17, 2011: Edita Food Industries celebrated the signing of its partnership agreement with KidZania® Cairo. A host of Edita high-ranking management members along with KidZania® Governor Mr. Tarek Zidan graced the ceremony with their presence. Under the newly-signed contract, Edita will establish two factories at the city; The Bakery Shop and The Candy Factory.
Through its two new facilities at KidZania, Edita will allow children to experience the art of baking and candy making, helping them to explore the secrets of baking and candy manufacturing in an appealing manner befitting children's ages and interests.
With its inauguration in late 2012, KidZania® Cairo will offer almost 600 direct job opportunities, said KidZania® Governor Tarek Zidan.
"KidZania® with its unique edutainment approach would offer Egyptian Children a blend of education and entertainment through its fun-filled activities. Children will get the chance to live a true life experience, discovering the secrets of baking and pastry making and getting acquainted with the jobs of a plant worker. A visit to Edita plant at KidZania® Cairo will familiarize children with all of these real-world jobs making their visit a fun, entertaining and educational escapade" said Mr. Zidan.
Edita enthusiastically teamed up with KidZania® Cairo, encouraged by the uniqueness of its concept and the tremendous fruits of this interactive edutainment city. "We find the concept very impressive and so we decided to sponsor two factories at the city," said Ms. Inas Abdel Rahman Edita's Vice President for Marketing Affairs.
"Our partnership with KidZania was driven by our belief in the profound, long-term educational benefits the city will bring to the Egyptian Children. Treasuring the values of work and respecting all professions along with acquiring the know-how of manufacturing the products they love is an ambitious pioneering goal that we would like to be part of" added Ms. Abdel Rahman.
Industry partners/sponsors provide key realism to KidZania® by branding each establishment inside KidZania® with products, processes and technologies. The KidZania® concept allows brands to reach families in a natural, unique and non-intrusive manner in a direct and interactive way through direct one-to-one channel marketing, experiential marketing, interactive advertising and immersive engagement, generating awareness and brand loyalty. The result is short term and long term spending decisions with brands that earn family trust.
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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.
About Edita
Edita food industries is one of the market leaders in the Macro snacks category with many successful brands in Croissant, cakes, confectionary and salty snacks markets. Edita's flagship brands are:
- Molto
- TODO
- Bake Rolz and Bake Stix
- Hoho's, Twinkies and Tiger Tail
Edita has been operating in the Egyptian market since 1996 and since then the company grew to be amongst the top food industrial companies in Egypt and the MENA region.
© Press Release 2011
