City Edge Developments announced the signing of a strategic partnership with Edrak for Edutainment to launch Be.Kids at Etapa Square Mall in Sheikh Zayed City. The partnership marks a new step in City Edge’s strategy to enhance its mixed-use projects with an integrated ecosystem of services and experiences that meet the needs of different family members while keeping pace with the latest concepts in entertainment and interactive learning.
The agreement was Signed during a ceremony attended by senior executives from City Edge Developments and Edrak for Edutainment. The partnership represents a valuable addition to the range of services offered at Etapa Square Mall, further strengthening its position as an integrated destination that brings together business, shopping, entertainment, services, and family activities in one location.
The partnership also comes as part of City Edge’s strategy to develop integrated destinations that enhance quality of life and deliver added value to its customers. Through collaborations with specialized partners with leading expertise in their respective fields, the company aims to offer exceptional experiences that strengthen the appeal of its projects and respond to evolving market aspirations.
Be.Kids is scheduled to open at Etapa Square Mall on 25 December 2026, under a partnership agreement extending until December 2035. This reflects both parties’ commitment to delivering a sustainable entertainment and educational experience that enriches the project’s service ecosystem and enhances its long-term value.
Be.Kids introduces a new concept in family and educational entertainment, developed by Edrak based on more than 16 years of experience in designing and managing innovative entertainment and educational experiences for children and families. The concept brings together, under one roof, a wide range of interactive activities that allow children to learn, explore, and enjoy their time in a safe and stimulating environment.
Edrak for Edutainment was established more than 16 years ago with the objective of providing innovative educational entertainment experiences for children in the Egyptian market. Today, it has become one of the leading companies in the sector, owning, operating, and franchising a number of prominent local, regional, and international brands, including KidZania Cairo and KidZania Giza (coming soon), Kids Station in Egypt and Saudi Arabia, Nutty Scientists, and SkyPark.
Edrak for Edutainment is distinguished by its extensive experience in developing and operating entertainment destinations, in addition to providing consultancy services to developers and business partners in the fields of audience engagement, hospitality, events, and entertainment. This expertise contributes to the development of integrated experiences that add genuine value to mixed-use projects.
Be.Kids embodies a new vision built around creating an integrated space that gives children the freedom to explore, create, and play through experiences that combine entertainment and education. The concept supports children’s cognitive and social development while offering families a complete entertainment experience within Etapa Square.
“At City Edge, we are committed to developing projects that go beyond offering real estate units. We aim to provide an integrated ecosystem of services and experiences that enhance quality of life and meet the needs of different family members,” remarked Eng. Tamer Nasser, CEO of City Edge Developments. “Our partnership with Edrak represents a new step toward enriching our customers’ experience by introducing an innovative concept that combines entertainment and education within Etapa Square Mall. The launch of Be.Kids comes as part of our vision to reinforce Etapa Square’s position as an integrated destination offering diverse experiences that meet the needs of visitors and customers. This is achieved through cooperation with partners that have a strong track record of success and expertise in their fields, adding sustainable value to the project and enhancing its appeal.”
For his part, Ahmed Habib, CEO of Edrak for Edutainment, said: “We are proud of our partnership with City Edge Developments to launch Be.Kids at Etapa Square Mall, which represents a new milestone in Edrak’s journey to provide innovative entertainment and educational experiences for families in Egypt. This project reflects our vision of designing destinations that give children the opportunity to learn and explore through play, while offering an integrated experience for all family members.”
Etapa Square Mall is one of the mixed-use projects developed by City Edge Developments. Located in Sheikh Zayed City, the project spans 14 feddans and has a total built-up area of approximately 114,000 squares meters. It includes administrative, commercial, medical, and entertainment units, developed according to a modern terrace-based architectural design.
The project enjoys a strategic location near the 26 July Corridor, Dahshur Road, and the Cairo–Alexandria Desert Road, making it an easily accessible integrated destination serving various commercial, service, and entertainment activities.
