My name is DOOD. I am an eternally happy 9-year old little DODO. I was born many centuries ago when
pirates and battleships used to roam our seas, ready to raid ships for spices, gold coins and silk. I live on a
little tropical island called Mauritius. This land of myth and adventures, where giant tortoises used to roam
freely and big fat birds could not fly, is today known as ‘the Star and Key of the Indian Ocean’. Some call it:
‘Paradise’.
In the summer of 1983, I met a young couple called Emmanuel and Lily who created a collection of t-shirts
inspired by the beauty of my native island. The brand ‘Citadel’ was born. To date, the million and more
t-shirts sold reflect the wild success of the brand. I became their mascot and their youngest son, Frederick
fondly gave me the name of DOOD (an anagram of ‘DODO’). We became best friends and…explorers.
Together, we had so much fun! Our adventures have been relayed on countless Citadel’s t-shirts with
folkloric anecdotes and favourite local slang phrases.
Today, Frederick has grown up and is no longer a kid. But I remain one. Together with Emmanuel, Lily and
his siblings, Frederick decided to give me a permanent home. A place where with my new playmates, we
can go on new adventures. It is called DOODLAND.
Gift every child a sense of wonder so indestructible that it will last
thoughout a lifetime
DOODLAND will inspire a new sense of wonder in both kids and parents. It is a land where
the children can playfully enact the stories in their imaginations; become the emboldened
Princess who rules a kingdom, the pirate attacking a ship full of treasures and gold coins or
the mayor of Doodville.
DREAM. IMAGINE. PLAY. EXPLORE. DISCOVER. LEARN.
This is DOODLAND where we cultivate the kids’ imaginations and give them the space and
freedom to explore their world. It is a unique place where we create moments of joy for
parents and their children.
Your Child’s journey of discovery has begun...
Everything at DOODLAND has been created to foster:
The secret power of Play: Learning through play!
Nothing is as natural as a child at play. DOODLAND is about playful learning, shopping and
eating out in a pleasant, safe and child-friendly environment.
Our pedagogical approach ‘Learning through play’ aims to encourage, develop and
reinforce children’s knowledge, skills and values through the medium of role-play, while
providing learning and fun activities to arouse the child’s imagination.
Numerous studies have demonstrated that play is essential to child development because it
contributes to the cognitive, physical, social, and emotional well-being of children. Yet, free,
unscheduled playtime has been declining steadily over the past half-century. When children
do play, it’s more likely to be highly structured—think playdates, digital tablets and enrichment
classes. Peter Gray, a psychology professor emeritus at Boston College and other
experts say, the decline in free play could have lasting and negative effects on children
such as depression and anxiety.
Our indoor playground, jungle gym, and DOOD’s Playville not only provides welcome
physical exercise for the kids but also exercises their minds and their creativity. We aim to
bring back childhood and let kids be kids. DOODLAND offers an ideal place for parents to
engage fully with their children; thereby strengthening the parent-child bonds.
