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Filling a Fun Niche

Learning through fun at Baby Fairyland
Learning through fun at Baby Fairyland

Growing urbanisation has inevitably led to greater demand for play facilities in many Chinese mainland cities, where parents seek safe playing environments for their children. With outdoor spaces now at a premium, indoor play areas are becoming a popular alternative.

As with most cities, Dalian is home to a number of such indoor playgrounds. Of these, Baby Fairyland is one of the most established and most popular, with 11 sites across the city. Operating the greatest number of playgrounds and with the highest level of operational floor space, the Dalian-based company is comfortably the largest such player in the city.

Launched just over 10 years ago, Baby Fairyland has branched out beyond merely providing play facilities. It also carries out its own R&D on children's developmental needs, while producing and selling its own brand of playground equipment.

Each site typically includes a number of age-appropriate activities and recreational facilities, including bouncy castles, merry-go-rounds, bumper cars, sandpits, an art studio and swings.

Apart from fun elements at its sites, the company also emphasises learning and developmental components in many of its activities. Throughout the playtime sessions, children are encouraged to stretch their limbs and swing their bodies, activities that can stimulate learning, improve coordination and boost physical development.

Overall, the company bases its success on five factors:

Enduring Appeal

Exercise opportunities for young visitors
Exercise opportunities for young visitors

In line with research related to child psychology and ergonomics, the company offers a customised programme as well as bespoke facilities. Bright colours used throughout the premises and the physical engagement required ensure that activities hold children's interest.

Adaptability

Each piece of play equipment can be used independently, but many can also be combined with other pieces according to the shape, size and height of an individual venue. The strong emphasis on adaptability has ensured their popularity with smaller department stores and shopping malls; places where available space is limited due to high rental costs.

Brand Positioning

The company's brand has been bolstered by independent research and high production standards. At present, its products are widely distributed domestically and have been exported to several overseas markets, including Malaysia and Turkey.

Safe and Energy-efficient

All of the company's products have been manufactured in strict compliance with the American Society for Testing and Materials (ASTM) standards, which require compliance with safety, fire resistance, toxicity and hygiene regulations.

Sound Principles

With children's hearing sensitive to excessive noise levels – up to 60 decibels in many shopping malls and as high as 70 decibels in some indoor children's playgrounds – Baby Fairyland makes every effort to keep the volume level turned well down at its sites. Fully anti-noise pollution compliant, its playgrounds are said to offer a fun, safe and high-quality environment.

Given the implementation of the two-child policy across the mainland, increased demand in the country’s children's fun park market is inevitable. With the industry still in the early stages of development, huge opportunities remain for businesses looking to enter the sector.

For more China market opportunities, please visit: http://research.hktdc.com.

Content provided by Hong Kong Trade Development Council
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