Edutainment with shopping

As the doors opened to Dubai's latest retail attraction yesterday, the curtains to a number of new entertainment attractions were also pulled back.

The Aqua Play centre, unveiled at the brand new Mirdif City Centre, is a first of what developer Majid Al Futtaim (MAF) Leisure hopes will become a brand in itself, exportable to other countries in the Middle East. The company, which operates Ski Dubai, has successfully taken its Magic Planet brand from Dubai across the Mena region.

"We underpin every mall with a family leisure offering and while Ski Dubai has the wow factor for Mall of the Emirates, Aqua Play is a unique concept for Mirdif City Centre, which we will go on to roll out regionally," said Craig Hart, Vice-President of Maf Leisure.

The indoor water-based attraction features seven main rides, along with amusement park-style games, for children aged two to eight.

Hart said: "Aqua Play is an excellent way for young children to have fun with water while at the same time helping with childhood development and confidence building. The facilities enable youngsters to experience the dynamics of water and interact with it in a safe and family-friendly environment."

With 120,000 litres of water in the 2,200sq m attraction, Aqua Play is also bringing a new edutainment offering to Dubai. The concept, which Hart says came about through watching his own children play with water in the garden, is one of six family entertainment centres opened by the group since 1995.

"It makes children aware of water, its properties and what it can do," said Hart, explaining the seven Aquapels, or characters, that underpin the centre. Activities include the bumper boats, tug boat swing ship and Dana's hidden treasure, the first gemstone digging facility – where children can take home a sparkly treasure – to encourage inquisitiveness as youngsters look to uncover something special within the sand.

As the entertainment arm of the parent company of Mirdif City Centre's developer, MAF Properties, MAF Leisure aims to create unique selling points for all of its malls. On top of Aqua Play, MCC is also home to the 15,000sq ft Playnation, which, when fully open will house the iFLY indoor sky diving experience as well as three full size five-a-side football pitches.