Review of children's entertainment centers. Children's entertainment centers. Address and opening hours of the shopping center "European"

Do you know how children differ from adults? Can you guess? But we still remind you:

• Spontaneity. Children generally do not know about our restrictions, laws and other conventions. They know how to be themselves, no matter what.
• Curiosity. If children are interested, they will always come up (crawl, run up) and try everything by touch or taste. The task of adults is to develop a thirst for knowledge in children.
• Emotionality. If children laugh, are capricious, cry, are surprised, they do it with all their hearts, without hiding their emotions.
• Activity. Movement is important for a child. This is the only way he gets emotional release, satisfies his curiosity and learns about the world. The task of adults is to guide kids in the right direction.

Attention, a question for all parents! What active entertainment in Moscow for children from 1 to 4 years old do you know?

Here's what some moms said:

I always go for walks in the park with my children. They run along the paths, collect pine cones, feed the ducks in the pond... Only in winter there is a problem: cold, damp, wind. We're staying at home more!

And in winter we sometimes go to playrooms. There they will crawl through mazes, jump on trampolines, make noise and laugh. But it’s hard to get them to sleep in the evening, so we rarely go.

I enrolled my child in the children’s club, but he doesn’t really like it there, especially when you have to sit quietly and listen...

And I have absolutely no idea how to entertain a child in the winter in a way that is both inexpensive and memorable. I bought him various puzzles, toys, blocks, but my baby is somehow reluctant to engage in such educational games. Maybe it's me who doesn't know how to captivate him?

Unusual entertainment for children in Moscow

Dear parents of young children! We understand that winter and bad weather cause you great panic. But, not everything is so sad! Try to combine business with pleasure, noisy with funny, exciting with fantastic! Don’t know what entertainment in Moscow is suitable for children from 1 to 4 years old? Come to our intimate interactive Baby Theater! This is a theater of an unusual format - all performances are designed for the youngest spectators and take into account their innate qualities: spontaneity, curiosity, emotionality and activity. There are no children sitting in our theater! They actively participate in fabulous adventures, dance, play, gain knowledge and just have fun.

Why do children like to visit us?

• The Baby Theater always has a friendly, family atmosphere. Here no one offends anyone or takes away toys.
• Each child can choose for himself what he wants more. Should I sit on my mother's lap or on a soft pillow? Just observe or actively participate?
• Some children experience group play for the first time in our theater, and they like it.
• At home, educational toys may be abandoned, but in our theater they take on a new meaning.
• Looking at their peers, even the most timid children get rid of excessive shyness and are actively drawn into the theatrical and playful process.

Who are our chamber performances suitable for? The theater's repertoire is designed for the youngest spectators - from 1 to 5 years. In the Baby Theater your child can:

• Celebrate your birthday with friends, parents, grandparents.
• Decorate your first Christmas tree in your life and receive a gift from Santa Claus.
• A fun and inexpensive weekend away with your parents at an interactive show.
• Get a first idea of ​​what a theater, a performance, a theatrical puppet, a spectator, an artist are.
• Have a wonderful and fun time, gain new knowledge about the world around you.
• Get a “impetus” for the development of your creative abilities, learn to fantasize.

And here is the poster for the theatrical concert at the Baby Theater!

What entertainment awaits the youngest spectators aged 1 year and older in our theater?

Meet the sweet and kind Forest Tale

The plot of the fairy tale is simple and uncomplicated - just such that the kids understand it, and they actively get involved in the game. The kids will be asked to grow flowers and mushrooms on their own in a forest clearing, they will help feed a little mouse, get acquainted with a caterpillar and find out where the beautiful butterflies that flutter from flower to flower in the summer come from. The culmination of the holiday will be the magical transformation of little spectators into beautiful butterflies. Don't worry! There are enough airy and colorful wings for everyone. We also know that all children are partial to soap bubbles, and therefore we will dance under the magical rain of bubbles.

Children's entertainment takes up a total of 165 thousand square meters in Moscow's high-quality shopping centers. meters. MarketMedia analyzes the top ten, which account for more than two-thirds of the capital's market.

By the beginning of 2019, children's entertainment centers of various formats were presented in 53% of Moscow shopping centers. At the same time, we are talking only about high-quality objects, clarifies the company JLL, which has studied the capital’s malls. Children's entertainment takes up a total of 165 thousand m2. In the structure of tenants, the share of entertainment for children is 26.5% of the area allocated for entertainment in shopping centers. This is second place after the leading cinemas in terms of share (43.5%). At the same time, Oksana Kopylova, head of analytics for retail and warehouse real estate at JLL, clarifies that in general the entertainment segment is growing in Moscow shopping centers: “If in 2005-2008 its share was 4%, then 10 years later this segment has grown on average 2 times and occupies 8% of the rented area.”

Colliers International reminds us what entertainment centers were opened last year in Moscow shopping centers. These are “Tusa Jusa” (trampoline arena, rope park and climbing wall) in the Filion shopping center, Ksenia Borodina’s Teika Boom (attractions and family cafe) and Joki Joya (quests, animators, attractions, show program and children’s banquet halls) in the shopping center Vegas Kuntsevo. “The diversity of concepts presented in the shopping center demonstrates the desire of operators to offer original, winning options,” says Konstantin Budagyan, senior analyst at the market research department at Colliers International.

Oksana Kopylova explains the intensive development of the children's entertainment segment in the shopping center by the growing competition between developers. “The development of the entertainment segment is due to high competition in the shopping center market and changing consumer expectations from them. The impressions, experiences and emotions received by people began to play a large role; they form consumer loyalty to a particular shopping center. In addition, the presence of children’s or family amusement parks expands the target audience and generates an additional flow of visitors,” she explains.

Konstantin Budagyan also speaks about this: “The development of the construction of residential complexes outside the Moscow Ring Road, whose residents, as a rule, go shopping by car and can choose from several large shopping centers with all the necessary everyday goods, stimulate developers to create a competitive advantage due to a unique combination of entertainment concepts in their projects. At the same time, a large selection of shopping centers in the Moscow region, an increase in the number of personal cars and the development of transport infrastructure allow customers to devote more time to entertainment in shopping centers.”

However, despite the fact that Moscow has higher purchasing power and population density than anywhere else in Russia, there is no need to talk about the limitlessness of the market. “Transport accessibility significantly reduces the coverage area of ​​any project. If a leisure center has unique qualities, then it is worth going a long way for them. But over time, the uniqueness and novelty of any project decreases, and the coverage area shrinks, explains Maximilian Pivovarov, General Director of the KidBurg Group of Companies. - In a more advantageous situation there are projects that can change the content without significant capital expenditures. The increasing choice in the children's entertainment market makes customers more selective. Requirements for the quality of services provided are growing. These facts reduce the desire of players to invest in new projects. It is very difficult to recoup a project in 5-7 years. In the near future, we most likely will not see new operators or original projects on the market. The development trend will be aimed at improving quality and reducing costs.”

Pavel Kovsharov, founder of the Zamania network of activity parks, agrees with him. “For us, 2019 is a time of improving service and sales, not scaling. Being first in area is not interesting. You need to be the first in service, and as a result - in sales and revenue,” he says.

In addition, such tactics are dictated by the characteristics of the children's entertainment market. We are talking about its financial opacity, which makes competition on price risky. “Added to the opacity is the lack of standards in the industry: this also applies to the qualifications of the people working in it,” adds Pavel Kovsharov. - Another feature is the rapid change of trends, which occurs every 3 years, maximum once every 5 years. If carousels were once fashionable, then they were replaced by slot machines, and they, in turn, were replaced by activity parks. Now VR parks are hot on their heels.” As for activity parks, according to Pavel Kovsharov, competition in this segment is quite tough. Maximilian Pivovarov says the same thing. According to him, over the past 2 years there has been a significant increase in the ranks of activity parks. At the same time, demand does not keep pace with supply. “The opening of new projects does not entail a proportional increase in the number of clients in them. Rather, there is a redistribution,” he believes.

Nevertheless, experts have no doubt that the market will develop. “World experience shows that increasing the share of space allocated for entertainment, cafes and restaurants is a long-term trend and a logical way for successful shopping centers to maintain and increase customer traffic in the physical space against the backdrop of growing online retail sales,” says Konstantin Budagyan. At the same time, Pavel Kovsharov notes that blindly copying what has already been done by others will not bring success. “We need to create new concepts,” he is sure. - For example, in Russia there is no world-class science museum for children. Perhaps due to the large investments in such a project, because we are talking about an area of ​​10-20 thousand m2 and tens of millions of dollars. The trend for the next 2-3 years is projects with interactive parks, VR parks, etc.”

Top 10 largest (by total occupied area) children's entertainment centers located in high-quality shopping centers in Moscow

"Cosmic"
Amusement parks were created 20 years ago. Today the network includes 20 entertainment centers, 13 of which are located in Moscow and seven in the regions. According to SPARK, it is 99% owned by the Areola Corporation offshore (British Virgin Islands). The company's revenue in 2017 (there are no data for 2018 yet) amounted to almost 1.3 billion rubles. According to the company itself, its parks are visited by more than 900 thousand visitors a year. In March of this year, Commercial Real Estate LLC notified of its intention to apply to the Arbitration Court of the city of Moscow with an application to declare Kosmik CJSC bankrupt.

"Zamania"
The network of children's activity parks "Zamaniya" has 11 sites in Moscow and the Moscow region. The company was founded in 2015 by Pavel Kovsharov and Alexander Markov. In 2018, 30% of the company was bought by Cypriot Irhet Ltd, affiliated with the Osnova group. Of the 70% of the business, Pavel Kovsharov owns 95%. The parks welcome about 3 million guests annually. In 2018, revenue, according to the company itself, will be 1 billion rubles.

"KidBurg"
The network, in which children get to know various professions interactively, has been operating since 2011. Today there are 15 projects in 13 cities. The company was founded by Oksana Orlova, Ekaterina Andreevskaya, Alexey Bobrov and Vitaly Matsnev. According to SPARK, since 2014 the company has been registered with the Cyprus offshore company IOLICO INVESTMENTS LIMITED. The revenue of the St. Petersburg “KidBurg” in 2017 amounted, according to SPARK, almost 574 million rubles.

Joki Joya
The network of family active recreation parks appeared in 2014. Today it operates in Moscow (11 parks), St. Petersburg (10 parks) and Tver (one park). According to SPARK, the company belongs to Arsen Amiyants (31.67%), Konstantin Gruzmanov (31.67%), Alexander Markov (31.66%), Dmitry Konorov (5%). Registered in St. Petersburg. Revenue in 2017 amounted to more than 800 million rubles, including all regions.

Kidzania
Children's play learning parks Kidzania are a project of Mexican businessman Javier Lopez Ancona. The first park appeared in 1999, and today it is present in more than two dozen countries, including England, Japan, Indonesia, Portugal, the UAE, South Korea, India, Egypt, Turkey, Saudi Arabia, and Brazil. Kidzania opened in Russia in 2016. It is being developed as a franchise by online game publisher Innova through Luxembourg-based Innova Partners, which has exclusive rights to develop the Kidzania brand in the USA, Canada, and France. In 2017, during an additional share issue, the direct investment fund Winter Capital Partners (WCP) acquired a stake in the operator of children's play learning parks.

Top 10 largest (by m2) children's entertainment/family centers in Moscow

Children have a lot of energy - we adults constantly see this in practice. It is difficult for kids to sit still; they are always on the move. And, besides, children are very emotional, they need to throw out accumulated positive and negative energy. But remember how often you forbid children to make noise, scream, or jump in the apartment. Well, how can tears, whims, and hysterics not manifest themselves here?

There is an excellent solution to many problems - a children's playroom for kids. This is where your children can have a good time, express their emotions and make a lot of noise. In such rooms, parents can safely leave their kids and go shopping or just relax with a cup of coffee in a nearby cafe.

TOP 5 gaming clubs for kids

We present to parents a selection of popular playrooms for kids in Moscow:

Opening hours: 10.00-22.00

Joki Joya Activity Park is considered a modern family club. In addition to an abundance of attractions, sports grounds and themed areas, there is a restaurant-cafe where you can celebrate a children's holiday with family and friends. And even order a birthday cake. Animators work with children according to specially designed programs for different age categories: shows with live lightning and liquid nitrogen, hocus-pocus, quests with favorite fairy tale characters and other interactive games.

Address: m.Avtozavodskaya, st. Avtozavodskaya, 18, 3rd floor.

Operating mode: daily: 10:00 - 22:00

Children's City of Builders, located in the Riviera shopping center, is adored by all children. Building houses from cubes or Legos alone can be boring and uninteresting. But in the company of like-minded people, with real building materials that are absolutely safe for children, why not try it. Skyscrapers, glass houses, towers and palaces - all this can be built in the children's City of Builders. Recently, a pirate ship docked at a construction site. So, whoever doesn’t want to build a house can go on a sea voyage.

Address: Moscow, MKAD 24 km, shopping center "VEGAS", 2nd entrance

Operating mode: Mon-Thu: 10:00 to 23:00
Fri-Sat: 10:00 to 24:00
Sun: 10:00 to 23:00

Happylon Amusement Park in Moscow is one of the largest and most famous entertainment areas for children of any age. The indoor park, located on the territory of the VEGAS shopping center, is stylized with a pirate theme. For older children, there are cool, extreme, but safe, breathtaking attractions. Separate playrooms are provided for children, where they will not be disturbed by active older children. Kids will enjoy adventure quest games in a pirate city, which is replete with slides, mysterious tunnels, dry pools and even a real bathyscaphe.

Operating mode: From 10:00 to 22:00. Seven days a week!

The Tusa-Dzhusa family center is a five-story entertainment area for children 0+. All attractions are divided into playroom areas for different age categories of children. A mysterious labyrinth with colorful modules and soft elements for adventure lovers. The “Intractable Volcano” prepared a climax for the most stubborn and dexterous – an exciting slide down. Here you can slide down the slides not only on your fifth point, but also on a soft tubing pad. Diving into a dry pool always causes a happy and cheerful squeal from the little one.

Play clubs for kids can be a real adventure for a child. Every day, various competitions, role-playing games, quests and prize draws are held here. In addition, these are ideal venues where you can gather friends for a children's party, as well as have a great time with the whole family.