In a nutshell
A role-playing theme park that feels like a mini Vegas for kids, minus the gambling; a windowless, air-conditioned fake world where children try out grown-up jobs. A troop of mini firefighters rushing to put out a burning building is cute. Less cute is the corporate branding, so alongside professions (police, doctor, dentist) and services such as courier, and security guard, children can learn to be a BA pilot, make a Cadbury’s chocolate bar or an Innocent smoothie and work in an H&M recycling plant. Essentially they are being taught to be good little consumers, or “essential life skills” as the website puts it.
Fun fact
The 18-metre, 16-tonne BA Airbus fuselage had to be lifted 100 feet through a hole in the wall.
Best thing(s) about it
The chance to act out “when I’m a grown up” fantasies. My five year old son and his friend worked as couriers, paramedics and policemen, did their own supermarket shop and learnt bell ringing, but his favourite was the chocolate factory. For adults, the best thing is the parents’ room, a sort of panic room where you can escape the mayhem, and buy coffee, wine or beer. Every child and adult wears an electronic wrist band so you can always check their last location.
What about lunch?
We brought a picnic lunch with us. Kids can flip burgers in the diner, before eating them. The first floor cafe sells sandwiches (from £2.45), coffee (£2.50) and cakes (from £3.35).
Exit through the gift shop?
Hell yeah! Children work to earn “kidzos”, the city’s currency, which they can then spend in the shop. There are photographers at almost every activity so you can buy a souvenir photo (from £10-£40 per photo). Then you exit through Westfield London, a giant shopping centre.
Getting there
Westfield is next to Shepherd’s Bush overground and underground stations. Parking costs £6.50 for 2 to 24 hours, Mon-Fri; £9.50 for 3 to 24 hours at weekends.
Value for money?
It’s not cheap. £28 for children, £16.50 per adult for four hours; 7 to 14-year-olds can be dropped and collected later.
Opening times
10am-6.30pm (Mon-Fri), 7.30pm (weekends), 8pm (school holidays). Last admission is four hours ahead of closing time.
Verdict: 6/10
