Saudi Entertainment Ventures (SEVEN) has teamed up with Hasbro to create the world’s first Play-Doh attractions for Saudi Arabia.
SEVEN, a subsidiary of the Public Investment Fund (PIF), will open the venues in eight of its new entertainment destinations over the next 10 years.
The upcoming Play-Doh-themed attractions will feature play areas, creativity stations and sensory activity zones.
SEVEN has also partnered with Thinkwell Group, the global experience design and production firm, to develop the Play-Doh centres.
“Our Play-Doh-themed entertainment centres will inspire the creative minds and imaginations of children across the kingdom,” said Abdullah Al-Dawood, the chairman of SEVEN.
“We are delighted to once again be pioneering the kingdom’s entertainment landscape with the first-ever Play-Doh-themed entertainment centres as we continue to enhance the quality of life for the people of Saudi Arabia.”
Matt Proulx, Hasbro’s vice president of location-based entertainment, said the company is working to launch “the best branded entertainment experiences”.
“We’re excited for people to visit these immersive attractions in the future that we’re sure will delight new and lifelong fans and families of the brands for many years to come.”
Saudi Arabia’s attractions sector is rapidly growing as part of the PIF’s Vision 2030. SEVEN is investing more than $13 billion to build 21 entertainment destinations in 14 cities in the kingdom.
Entertainment in the kingdom
For its new destinations, SEVEN has secured partnerships with companies including Mattel, Hasbro, Clip ‘n Climb and Warner Bros. Discovery.
Additionally, SEVEN is buying out AMC Entertainment Holdings’ equity stake in Saudi Cinema Company (SCC) for $30 million.
Elsewhere, Merlin and Hasbro are opening North America’s second Peppa Pig Theme Park in Texas in 2024.
Saudi’s Al Hokair Group has also joined forces with Hasbro to launch a unique family entertainment centre (FEC) concept called Playocity across the kingdom.
Images: SEVEN / Hasbro
