Theme parks: A dream of licensing industry

Growing popularity of international children theme park has encouraged licensing segment to take theme park as an extension of licensing business in India.
Theme parks: A dream of licensing industry

Growing popularity of international children theme park has encouraged indigenous licensing segment to take theme park as an extension of licensing business in India.

Amusement parks and recreation centers are every kid’s fantasy. So far there are many amusement parks in India, but nothing like Disneyland located at different location around the world or Universal Studio owned Harry Potter theme park called, ‘The Wizarding World of Harry Potter – Hogsmeade’ located in Orlando, America.

However, the launch of Adlabs Entertainment initiated AdlabsImagica and Mexican chain KidZania are few magnificent examples of changing horizons of Kids’ entertainment space and creating more opportunity for licensing in India.

As foreign media has reported that one of the ten most-visited parks worldwide are run by Disney with the exception being Universal Studios Japan which had 10.1 million guests last year.

Last year, its 11 parks around the world provided nearly a third of its $45 billion revenue. However, there is a lot happening in Indian space as well.

The India story

As per Pooja Shetty Deora, Joint MD, Adlabs, AdlabsImagica is Rs 1,650 crore project. The theme park has many attractions including one of Asia’s largest roller coasters and 4D simulation rides, while the water park will have 14 rides. The total area covers 300 acres. There is ample space to accommodate live events also outside the park. The theme park is ready to open with 18/19 rides.

The concept of AdlabsImagica is alike Universal Studio’s as it states ‘Ride the Movies’, in Disney language it is about fairy tales and the magic of Disney. However, there is no official licensing for Disney characters or with Universal Studios.

The park is divided into zones like the African area, old American area, and a 70’s diner style restaurant. No doubt, visiting the place is an immersive experience.

Alike to AdlabsImagica, Bollywood actor Shahrukh Khan backed Maxican chain KidZania is spread across 75,000 sq ft with over 75 role-playing options for kids via 60 establishments. KidZania is about real life experiences, empowering, inspiring, and educating kids through role-play. One can be a chef, pilot, surgeon, nurse, lawyer, fire-fighter, police officer, actor, reporter, artist, newscaster, photographer etc.

As a concept, KidZania combines education and entertainment rendering real life experiences that empower, inspire and educate children. It engages kids between 4 to 14 years with environmental stewardship, career exploration and social consciousness activities. It’s built to the size and scale for children and emulates the workings of a real city.

The Great India Nautanki Company (GINC) promoted Kingdom of Dreams recently has tied with Green Gold Animation. Speaking about the recent development, Viraf Sarkari, MD, Kingdom of Dreams (KOD) said, “We have tied up with Green Gold, the Intellectual Property owners of Chotta Bheem and are producing Chhota Bheem on stage at KOD. We are in the initial stages of production for the same and are open to any other entertaining ideas to implement at Kingdom of Dreams to increase the options for our viewers and enhance their experience”. 

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