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Attracting clients at malls is now child?s play
AFTER ADVERTISERS, now malls and multiplexes are wooing parents by providing personalised entertainment services for their little ones.
AFTER ADVERTISERS, now malls and multiplexes are wooing parents by providing personalised entertainment services for their little ones.
Stylish dresses and cute colourful products for babies (1-6 years old) are passé. The latest thing for small children to hit the City is play-stores. Fun Factory was recently opened at the Mangal City Mall for children of age group 1-12 years.
Fun Factory director Sheetal R Gaida told Hindustan Times that the City really needed a soft and natural place where parents could take their children for an outing. “As movies and eating out is not meant for toddlers, games and toys alone can keep them entertained,” said Sheetal.
She had observed this concept in the metros and thought of bringing it to Indore. While most places cater to the Gen Z kids by offering them video games, mobile games and electronic entertainment, this place has toys, balls, games and various physical activities lined up for the children.
Sunita Raj, who visits Fun Factory, said that once the child gets into a good mood it becomes easier for parents to shop inside the mall. Sunita takes her son to Fun Factory whenever she visits Mangal City and then goes for shopping.
Sheetal said that the response has been wonderful and celebrating birthday parties at the play station is becoming quite popular.
Fun Factory has trained babysitters and staff to take care of even a one-year-old child. They also offer crèche facility and parents can leave the child at the play store while they go shopping or watch movie. The charges are Rs 100 per hour.
The games here include toddler zone, makeover home, fun maze, wall climbing and even a castle with sand and buckets. There is a dance room in the Fun Factory where the children can dance and see themselves on the television screen at the same time. “It is difficult to let small children go outside the house and play with sand or climb walls.
All that has been built in a clean and safe manner here and children are guided and taken care of by the attendants,” said Sheetal.
The concept of play zone for kids was pioneered by Pakiza years ago at their showroom to allow parents to shop with ease. Pakiza Textiles director Iqbal Gauri said that they noticed the inconvenience of parents who could not leave children at home and hence came up with this idea. The trend surely has come a long way from a play zone to getting babysitters for children at shopping destinations and multiplexes.
Mangal Adlabs theatre manager Nimesh Tiwari informed that games facility was recently started at all the Adlabs properties. Tiwari said a particular segment of people with very young children (1-4 years) avoid coming for movies, as children do not like strong lights and loud volume. ‘‘So we arranged for some mini slides and games and even babysitters to attend to the child in case of emergency.
After all kids are the most beloved for parents and the competition is all about providing a good experience to the patrons. It also means taking care of their children so that they come here assured of convenience for themselves and the child,” said Tiwari.
PVR manager (operations) Saikat Sinha said that they felt the need for a kids’ zone after receiving requests from parents. “We observed that some of the parents of young children (3-6 years) find it difficult to watch a movie as they have to attend the child. We got requests for babysitters and hence arranged for some part-time staff. We are planning for a kid zone or full time babysitter and may get them in the next financial year. People now go to metros to get the exposure of mall. So they demand the same things here too,” he added.
Not only malls and multiplexes, hotels like Shreemaya also houses a toy room to let parents enjoy a meal while their children play and have fun. There is also a separate toy room at Hardia Eye Hospital for the children who visit for treatment or accompany their parents. This might become a trend in the City and parents may get play corners for children at all the hotels, malls, showrooms and theatres in future.
