International growth for the concept of children’s edutainment: The case of KidZania

Abstract

This chapter deals with the international development of an entrepreneurial project of Mexican origin. KidZania is one of the fastest growing brands of edutainment globally. This company has an innovative concept focused on edutainment aimed at children. Currently, it has a presence in 19 countries through 24 locations and receives more than 58 million visitors a year. The internationalization of the company is atypical, as it includes countries lacking cultural similarities, geographic proximity, or the prior presence of Mexican companies, including branches in Saudi Arabia, Kuwait, Indonesia, or Japan. This reality supports the importance of the characteristics of their markets, which challenges the readers in their capacity for analysis and strategic thinking.