Entertainment center for children "Waypark. Children's entertainment centers What entertainment centers are there?
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
| Name | Area, m 2 | Location |
| "Cosmic" | 36997 | “AFIMALL City”, “Brandcity”, “European”, “Global City”, “Kaleidoscope”, “Capitol” “Sevastopolsky”, “Capitol Vernadsky”, “Kuntsevo Plaza”, “MEGA Belaya Dacha”, “Waypark”, “ Zigzag" |
| "Zamania" | 19867 | “Aviapark”, “Azovsky”, “Kosino Park”, “Novomoskovsky”, “Park House Brateevo”, “RIO Dmitrovka”, “ViVa”, “Zelenopark”, “Golden Babylon Rostokino” |
| "KidBurg" | 11470 | Central children's store on Lubyanka, MEGA Belaya Dacha, Riviera, Zelenopark |
| Joki Joya | 9913 | Columbus, “June”, MARi, “Mosaic”, “RIGAMALL”, |
| Kidzania | 7892 | "Aviapark" |
| "Sky" | 7166 | |
| Happylon | 6000 | VEGAS Kashirskoye Highway |
| Kids city | 4721 | Columbus |
| Motor city | 3752 | “Aviapark”, “Good!”, MARi, “MEGA Belaya Dacha”, “Metropolis”, “Riviera” |
| "Tusa Jusa" | 3535 | "Capitol of Sevastopol", "Filion" |
| Source: JLL | ||
"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
| # | Name | Total area, m 2 | shopping center | Address | Network Park |
| 1 | Kidzania | 10000 | "Aviapark" | Khodynsky Boulevard, 4 | Yes |
| 2 | "Masterslavl" | 6100 | MDMC "Moscow-City" | Presnenskaya embankment, 4, building 1 | No |
| 3 | Happylon Pirates Park | 6000 | Vegas Kashirskoye Highway | Moscow, MKAD, 24 km | No |
| 4 | "Cosmic" | 4893 | "Capitol" | Vernadsky Ave., 6 | Yes |
| 5 | "Tusa Jusa" ("Sky") | 4000 | "Filion" | Bagrationovsky pr-d, 5 | Yes |
| 6 | Zamania | 3670 | TC 4DAILY | Svyatoozerskaya st., 1a | Yes |
| 7 | "Kidburg" | 3500 | "Riviera" | Avtozavodskaya st., 18 | Yes |
| 8 | Teika Boom | 3000 | "Riviera" | Avtozavodskaya st., 18 | No |
| 9 | Joki Joya | 2652 | "Vegas Kuntsevo" | Khoroshevsky pr-d, 14 | Yes |
| 10 | Kids City | 2169 | Columbus | Kirovogradskaya st., 13a | No |
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.
Moscow has an amazing place where children, teenagers and even adults can find entertainment to their liking. And it is located in the WAYPARK shopping center. Children want to come here to have a lot of fun, jump on, run around and do their favorite things with enthusiasm!
The WAYPARK shopping and entertainment center invites you to spend time with your whole family having fun and profitably. While adults are shopping, we have prepared a lot of interesting things for children. Slot machines, trampolines, bowling, cinema, exciting classes in dancing, singing, martial arts, applied arts - our shopping center contains all your favorite children's entertainment!
The entertainment center in the WAYPARK shopping center is a childhood dream come to life
Our children's entertainment center consists of several sites equipped with the latest technologies in the entertainment industry (Jump-Skok, Cosmic, JumpWay). Guests are welcome here:
Super interesting modern slot machines.
Fairytale sanctuary.
10-meter-high attraction “Tower of the Fall”.
Multi-colored ball pool for kids.
A huge, intricate labyrinth.
Soft educational constructor.
Large race track.
Billiard room.
Mesh trampolines.
Bowling alley with sixteen lanes and VIP areas.
Playground "Cusar", a labyrinth for an interactive fantasy game for adults and children.
Table tennis tables.
There are still many interesting activities in the children's entertainment center. Come, an unforgettable experience is guaranteed!
Children's playgrounds at the WAYPARK shopping center
The Cosmic Waypark amusement park is the best place for events
Children's Birthday with treats from a special children's menu, cake, congratulations, balloons, decorations, animators, master classes, face painting, photography and videography.
Parties, corporate events - a large selection of food and drinks, special banquet and buffet offers, a convenient transformable venue, organization of tournaments, performances by DJs, artists, provision of transport services.
The WAYPARK shopping and entertainment center, which provides visitors with a wide selection of goods for a wide variety of purposes, occupies a two-story complex with a total area of 75 thousand square meters. m. A visit to all salons, shops and boutiques of interest will take more than one hour. But if you decide to come to the WAYPARK shopping center with children, they will be no less interested here than you. At the same time, they will not interfere with your shopping in any way, because you can leave them at the Jump-Skok center!
Exciting and exciting acrobatics on trampolines for children! Currently, acrobatics is one of the most popular sports, including various exercises for agility, flexibility, stretching, coordination, balance and reaction.
The ice skating rink “SHAIBA” has opened in the WAYPARK shopping center, located in the area of the KRONVERK cinema. Brief information about the skating rink: Size 22x14, real ice, professional hockey boards and markings. Ice hockey classes are held for children and adults. The skating rink is located next to the Kronverk cinema. The most convenient access is from Putilkovskoye Highway.
Welcome to the Sea of Desires!
Our company is a developer and manufacturer of unique Automatic Aquariums with live fish that bring joy to people and help the planet. We install aquarium machines in shopping and entertainment centers, airports, cinemas and other places.
We love fish and are involved in aquarium keeping, and also, in principle, we support the harmony of man and nature.
In 2013, we created this new product on the amusement machine market together with WWF Russia (World Wildlife Fund).
It is important for us that children not only relax, but also develop their social, emotional, intellectual and physical abilities, which is why there are no electronic or computer simulators in the park.
We are an esports space where you can take part in competitions in various formats and disciplines almost every day.
In order to win, we provide the most powerful and modern equipment:
- RTX2060Super and RTX2070Super video cards
- 9th generation i5 and i7 processors
- top gaming peripherals from SteelSeries and RAZER
- monitors 144 and 165Hz
- PlayStation 4 pro + TVs with HDR 200Hz.
Welcome to the multi-brand clothing store for children from birth to 14 years old “Frantik and Fifochka”, located in the shopping center “WAYPARK” (71st km of the Moscow Ring Road, between Volokolamsk Highway and Svoboda Street on the ground floor).
The BOTIC children's shoe store has a large selection of models from sizes 16 to 42, high quality, competitive prices.Here you will find children's shoes from famous brands KEDDO, Kotofey, Kapika, KUOMA, Shagovita (Belarus) and many others; models of orthopedic shoes Minimen, Sursil-Orto, TOTTO (TOTTA), Orsetto. Large selection of rubber boots from famous brands Nordman, Dune, Lucky Land.
A store of board games and accessories, which is the official representative office of the leading Russian manufacturer of board games, Hobby World. The range includes more than 5,000 board games and accessories to suit every taste. We make sure that our range will not leave indifferent either avid fans or newcomers to the world of board games.
Programs for children at the shopping and entertainment center "WAYPARK"
Our entertainment center in Moscow regularly hosts concerts, holiday programs and other interesting events. Competitions, theatrical performances, discos for children are interesting leisure activities from which the child will be completely delighted. In addition, in our shopping center you can celebrate a birthday, New Year or other celebration. For a children's party, you can invite professional animators who will make the matinee in the company of friends fun and interesting. And, of course, no celebration is complete without delicious treats! Little gourmets will love our varied selection of cafes and restaurants.
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