City Edge Launches Be.Kids at Etapa Square Mall
City Edge Developments has signed a strategic partnership with Edraak for Educational Entertainment to launch Be.Kids at Etapa Square Mall in Sheikh Zayed City, with the family entertainment and education concept scheduled to open on December 25, 2026.
Be.Kids Set to Open in December 2026
The partnership agreement will remain in effect through December 2035, supporting the companies’ plans to introduce an integrated entertainment and educational experience while expanding the range of services available at Etapa Square Mall.
The agreement was signed during a ceremony attended by senior representatives of City Edge Developments and Edraak. The partnership adds a new component to the mall’s offering, which brings together business, retail, services, entertainment and family activities in one destination.
The move is also part of City Edge’s strategy to develop integrated destinations and work with specialized partners to introduce new experiences that add long-term value to its projects and respond to market expectations.
A Concept Combining Learning and Entertainment
Be.Kids is an educational family entertainment concept developed by Edraak based on more than 16 years of experience in designing and operating entertainment and educational experiences for children and families.
The concept brings together interactive activities that allow children to learn, explore and play in a safe and stimulating environment. It is designed to give children space for discovery and creativity while combining entertainment with learning and supporting their cognitive and social development.
For families, Be.Kids is intended to provide an integrated entertainment experience within Etapa Square Mall.
Edraak Builds on More Than 16 Years of Experience
Founded more than 16 years ago, Edraak for Educational Entertainment focuses on innovative educational entertainment experiences for children in Egypt. The company owns, operates and franchises a number of local, regional and international brands, including KidZania Cairo, the upcoming KidZania Giza, Kids Station in Egypt and Saudi Arabia, Nutty Scientists and SkyPark.
Edraak also has experience in developing and operating entertainment destinations, as well as advising developers and business partners on audience engagement, hospitality, events and entertainment.
City Edge Focuses on More Than Real Estate Units
Tamer Nasser, CEO of City Edge Developments, said the company seeks to develop projects that go beyond offering real estate units by providing integrated services and experiences that address the needs of different family members and enhance quality of life.
He added that the partnership with Edraak represents a new step in enriching the customer experience through a concept that combines entertainment and education. He also said Be.Kids supports City Edge’s vision of strengthening Etapa Square Mall as an integrated destination through partnerships with experienced specialized operators.
Etapa Square Mall Spans 14 Feddans
Ahmed Habib, CEO of Edraak, said the Be.Kids launch at Etapa Square Mall marks a new step in the company’s expansion of innovative entertainment and educational experiences for families in Egypt. He added that the project reflects Edraak’s vision of allowing children to learn and explore through play while providing an experience for the entire family.
Etapa Square Mall is being developed by City Edge in Sheikh Zayed City across 14 feddans, with total built-up areas of about 114,000 square meters. The mixed-use development includes administrative, commercial, medical and entertainment units and features a terraced architectural design.
The project is located near the 26th of July Corridor, Dahshour Road and the Cairo-Alexandria Desert Road, providing accessibility and supporting a diverse mix of commercial, service and entertainment activities.