Kiddy Fun Pte Ltd


Kiddy FunName of Recipient:
Ms. Rachel Ward

Parents often say that having children is one of their main sources of joy and a key motivation in their daily lives. Hence, it is natural for parents to want the best for their children. In Singapore, this is frequently done, by enrolling children in enrichment classes and activities even when they are very young.

However, Rachel Ward, the owner of Kiddy Fun said, “It is important to remember that children learn through play and need the opportunity to have fun especially in a fast-paced metropolis like Singapore.”

Established in 2012, Kiddy Fun provides a colourful, interactive soft-playground especially for smaller children. It is the only indoor playground in Singapore specifically catering for children aged 6 and below. Rachel says, “By limiting the age group, Kiddy Fun provides a safe environment for littler kids to develop their gross motor skills and make them more confident and sociable by playing with children of a similar age.” She shares that parents are also encouraged to play with their children, as the playground offers a perfect opportunity for parent-child bonding to take place.

With a background in strategic marketing, Rachel worked in Australia and Hong Kong before settling in Singapore. She is currently serving as a Board Member and Honorary Secretary for the German European School Singapore. In addition, she is also a Director of the Taylor B. Fine Design Group, as well as, the Managing Director of Kiddy Fun.

Rachel bought the business at the beginning of 2014 and immediately changed the focus of the business to specialise on the six and under children’s entertainment segment. Since then, Rachel has concentrated on increasing brand awareness, tailoring Kiddy Fun’s product offerings and improving customer service to develop the business.

One of the key business challenges Rachel has faced has been finding the right staff. She says this is an ongoing issue faced by many businesses in Singapore and is critical to the success of every business.

One bold move that Rachel made was to stay away from all forms of enrichment or supplementary classes. As many may know, this may work against her favour as Singapore is known to be a highly competitive student population, and parents are eager to enrol their children in enrichment and remedial classes from a tender age.

Rachel says that this is a conscious choice and her vision is for Kiddy Fun to be the indoor playground of choice for children aged 6 and below. “We encourage learning through play and have decided not to offer enrichment classes but instead focus on offering the best environment for small children to play. We are also a venue for birthday parties and celebrations. Our themed party-packages are stress-free and good value for money.” Rachel adds on, “We would like to grow this part of our business as play and parties go hand in hand and are important for small children.”

Rachel’s vision has worked in her favour as more parents bring their children to Kiddy Fun. When asked about the ways in which Kiddy Fun stands out among its competitors, Rachel replied, “We are the only indoor playground in Singapore that offers such a service for children who are six and below.” She elaborates that Kiddy Fun is not only safe, but they also pay close attention to their play equipment. She says that she imports a range of “interactive” play equipment in addition to static pieces. Rachel went on to say that children find the interactive equipment more interesting and the slow movement helps children with their gross and fine motor skills.

With a keen eye towards the future, Rachel says that she hopes to be able to have “three outlets in Singapore”. This not only shows the ambition of Kiddy Fun, but also the confidence of its owner in her business and its philosophy and vision.

Rachel is also very passionate about the topic of entrepreneurship. She says that it is of utmost importance for potential entrepreneurs to “balance entrepreneurship and passion”. She adds that an entrepreneur must “be realistic” and pay close attention to issues such as cash flow and pricing. However, she also said: “Yes, an entrepreneur’s job is to make a profit, but it is also the duty to care for your product, service, and customers.”

“I believe that an entrepreneur’s core strength lies in problem solving. An entrepreneur is able to put things in motion and ensure that day-to-day operations run smoothly,” Rachel shared.

Clearly, Rachel is an individual who is able to balance her ideals with a pragmatic approach, and it is beyond a doubt that these qualities will enable Kiddy Fun to continue to soar to greater heights.

Contact Details
200 Turf Club Road, The Grandstand
#04-04 S(287994)
T| 6463 7028


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