A motorist waits patiently in his blue and white car for pedestrians to clear before heading home after a trip to the local market. Across the street at a beauty parlor, a young woman slips into a pink party dress and adjusts her tiara as she prepares for an afternoon out on the town.
To all appearances it is a typical day in suburban Shanghai - that is, until high-pitched squeals and children's laughter remind you that you are in Kidtown.
The 400-sq-m community has an impressive array of toys and books used in the educational and social developmental classes it runs for children between the ages of 3 months and 7 years old.
But, it is the play center's collection of stage sets mimicking real-life locations that sets it apart from other children's centers in China.
"My favorite is 'Home Sweet Home' because it looks just like my house," says 6-year-old Abie Badanjo, who has been coming to Shanghai-based Kidtown for the past year. "I like playing here."
Realizing there was a lack of recreational sites for urban children, Lisa Chiang came up with Kidtown after visiting a children's museum in San Diego. Chiang says the backdrops at Kidtown, which include a hospital and police station, help foster creative play.
"Kids engage in pretend play all the time," says the 34-year-old mother of two. "This is how they practice life skills. Creativity is valued more and more in the work place and that has to be nurtured at a very young age."
Dr. Nagmeh Rowhani agrees. The pediatrician at Shanghai United Family Hospital says the play center offers children a place to enjoy and explore the world from their own vantage point, which is important for their social development.
"As children explore real-life locations, they learn about their world and are able to master new skills and abilities," says Rowhani. "Through acting out real life situations, they gain a better understanding of their own world, develop their confidence and sense of independence, and are therefore empowered to take on greater challenges."
Through playing, children learn to develop skills and talents, share and cooperate with others, resolve conflict and practice decision-making, according to Rowhani.
"In today's society, the time for play is greatly reduced for some children due to busy family lifestyles, more households in which both parents work, as well as a general preoccupation with academic activities at the expense of playtime," says Rowhani.
"Play centers like Kidtown provide a resource for children and families to develop capacities through structured play."
Playtime is, of course, part of the bigger picture for Chiang and her partners. The group of young Asian-expatriate mothers ultimately hopes that the play center will help change the attitude of the majority of Chinese parents to playtime.
"Chinese parents see play as a waste of time," says Chinese-American Chiang, who moved to Shanghai about three years ago. "We hope to convince them that play is good for their kids."
"We want them to understand that kids learn the most from play," says Kidtown partner Emy Machida. "It's a very new concept in Asia."
And, as the play center celebrates its first anniversary, the Kidtown concept gains ever-greater momentum in metropolitan Shanghai.
So much so, even the country's largest listed property developer China Vanke is tapping into the Kidtown market.
Kidtown is currently setting up two new on-site locations in Shanghai's residential Rancho Sante Fe and Stratford villas. And the play center will establish three more on-site locations in the metropolis - at the Blue Mountain, Tiziano and Lakefront villas. Kidtown will also provide these locations with playgrounds and educational services.
Japanese-expatriate mother Nami Yamaoka has been bringing her 3-year-old son to Kidtown for the past nine months. "He needed a place to play and socialize with other kids," says Yamaoka. "After school, he comes here, and intermingles with other kids."
Although there is an 11:8 expatriate/local ratio of kids at Kidtown, the local market is steadily growing. Local families now make up the largest group of one-year season ticket holders at Kidtown, Chiang says.
Kidtown founders are also working hard to get their brand-name known across the country and Asia. Future plans for expansion are already brewing. "We hope to penetrate the local market," says Chiang. "We've gotten serious inquiries from Beijing, Guangzhou, Macao, Hong Kong, Singapore, Taipei and Malaysia."
But, Kidtown has to move fast. "One of our main problems is that of copycats," says Chiang.
She says local copycats posing as parents come to the play center to case the joint and take photos of its set-up. It's almost impossible to prevent copycat play centers from popping up across China, says Chiang, with regret.
"So, there's three things we can do," says Chiang. "We need to establish our brand, be the first to move (into other Asian cities) and have a good management team.
"Within a year, we'd like to be included in a lot more residential compounds and international schools," says Chiang.
They hope to have two more locations in Shanghai, and start franchising next year in other cities.
Although Chiang and her partners like to think big about Kidtown - that doesn't necessarily mean it has a typical business set up or ambience.
"I'm happy because I can bring my son here and work," says Machida, who was recruited by Chiang from the onset of Kidtown. "I don't have to work in an office."
"I love it on my way home when I see kids crying because they don't want to leave Kidtown," says Machida. "It makes me happy to see the kids having a good time."
"This is a really good work-family business for me," says Chiang. "At the same time, we're entering an untapped market. It's fun doing it, and hopefully, it will be financially rewarding as well."
Source: China Daily
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