"Aside from ticket sales, corporate sponsorship is a major source of income, with a sponsorship fee of NT$6.5 million (US$191,000) per corporation per year. In addition to funding, sponsors also provide know-how and instruction for the center's staff, who must take a one-month training course including interning on a pavilion before they can begin employment as an activity supervisor.
In turn, the center is also a platform for brand marketing. Sony Corp., a sponsor of both BabyBoss and Kidzania, a similar children's venue in Japan, views both places as combining the trends of experiential marketing and children's marketing, according to Tsai Yi-lin, brand and public affairs assistant manager of Sony Taiwan Ltd. "We aim to let our consumers experience the value behind our brand, not promote individual products," she says.
Other sponsors include multinational enterprises such as Coca-Cola Co. and the Royal Bank of Scotland, as well as local brands including Kuang Chuan Dairy Co., TransAsia Airways and I-mei Foods Co. Ltd., one of the biggest food companies in Taiwan. Only one sponsor is allowed from each industry sector.
Developing marketing channels through co-branding is the next step for this growing edutainment venue. After becoming a corporate sponsor in February, the well-known snack producer Kuei Kuei recently launched new packaging for its products that includes the BabyBoss logo, a first for the food company in its more than 40-year history. New packaging is also planned for ice-cream maker Duroyal with items featuring the BabyBoss image scheduled for release at the end of April this year"
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