Founded in 2019 with an 18,000sqft flagship outlet at Marina Square in Singapore, Kiztopia has carved out a niche operating mega indoor edutainment playgrounds for kids. Its playgrounds incorporate eight unique IP-registered characters and offer a holistic range of customised programmes and activities for children. Following its successful launch, Kiztopia has expanded with more outlets under its sub-brands Kiztopia Club and Bouncetopia, and also ventured into the offsite family ente
y entertainment event space with Jumptopia. The company is opening two new locations in Singapore soon. The first location will be an indoor playground at Orchard’s Cineleisure, which will offer sporty concepts like rock-climbing, which are designed for children, teens and adults alike. The second location will be at the Jewel Changi Airport, and is a collaboration with Toys ‘R’ Us. It will feature a colossal funnel slide that leads into a massive ball pit, an interactive ball-shooting game wall, and a giant plane structure to complete the “flight” experience. Kiztopia has also expanded its footprint in the Asia-Pacific region with the opening of its first overseas flagship outlet in Hong Kong, and a second outlet is expected to open by the end of this year. The first outlet in Thailand is slated to open at the end of 2023. Kiztopia’s popular bouncy castle event, Jumptopia, has also been held in Kuala Lumpur, Bangkok, Hong Kong and Macau. Chugging along According to Heidi Tian, the founder and CEO of Kiztopia, the brand’s journey has been a testament to its commitment to deliver exceptional experiences to families. “Strategic expansion into Orchard Road and Jewel Changi Airport was driven by market research and partnerships, aiming to fill the need for accessible, high-quality family entertainment,” she told Inside Retail. She went on to say that collaborations with renowned brands in the entertainment and children industries allowed it to create synergistic experiences, attracting a broader demographic of both local and international visitors. “Looking ahead, we aim to continue our growth trajectory, leveraging the insights gained from our recent expansions to explore opportunities for further local and international expansion,” she added. Through interactive games and themed activities, the brand aims to foster cognitive development and critical thinking for children. The play areas are designed to enhance problem-solving skills and promote holistic development, nurturing social and emotional well-being alongside cognitive growth. “Continuous feedback and collaborations with educational experts enable us to refine our educational programs, ensuring a dynamic and enriching learning environment for children and families,” she noted. Tian said that its strategic partnership with Toys ‘R’ Us for the Kiztopia Club at Jewel Changi Airport brings together the strengths of both brands, creating a synergistic experience for visitors. “We aim to offer a holistic experience that combines entertainment and retail with a ‘store in store’ concept. This collaboration allows us to curate unique play and learn opportunities for children while providing parents with convenient access to a diverse range of quality toys,” she stressed. International expansion According to Tian, Kiztopia’s global expansion has been fuelled by a strong demand for its unique family entertainment experience beyond Singapore. “Recognising the potential of our concept internationally, we strategically pursued expansion into Hong Kong, leveraging market research and partnerships to ensure a smooth entry into a new market,” she said. Nonetheless, the international expansion process brought forth several challenges, including operational, navigating cultural nuances, local regulations, and establishing a brand presence in a new environment. “However, our adaptable approach and emphasis on understanding the local dynamics have enabled us to overcome these obstacles effectively. Moving forward, we remain dedicated to fostering strong partnerships and leveraging our experience to facilitate further successful international expansions,” she stressed. Tian’s vision is to become Asia’s number one family edutainment centre and she aims to expand Kiztopia’s presence to Taiwan, Malaysia, Indonesia and Japan in the near future. “We aim to see the kids’ edutainment industry evolve into a more holistic concept combining play, learning, shopping and dining experience into a one-stop platform,” she concluded.