Saudi Entertainment Ventures (SEVEN), a fully-owned subsidiary of the Public Investment Fund (PIF), has announced a groundbreaking partnership with Hasbro, Inc., a global leader in branded entertainment. Together, they will create and manage the world’s first Play-Doh-themed entertainment centers. These innovative centers are set to open in eight locations across Saudi Arabia over the next decade, with the aim of sparking creativity and imagination in children throughout the Kingdom.
Visitors to these centers will be immersed in a vibrant environment featuring multilevel playscapes, creativity stations, and sensory discovery zones that celebrate the joy of Play-Doh. The facilities will also include a café for parents, allowing them to relax while their children explore, and a dedicated party and events room perfect for hosting children’s gatherings.
SEVEN has teamed up with Thinkwell Group, a renowned global strategy and experience design agency, to bring these Play-Doh-themed attractions to life.
Abdullah AlDawood, Chairman of SEVEN, expressed his enthusiasm:
“Our strategic partnership with Hasbro is set to introduce world-class entertainment attractions to Saudi Arabia. These Play-Doh-themed centers will ignite creativity and imagination in children across the Kingdom. We are thrilled to pioneer this exciting new concept in the Saudi entertainment landscape, enhancing the quality of life for our community.”
Matt Proulx, VP of Location-Based Entertainment at Hasbro, added:
“We are excited to collaborate with SEVEN to bring these unique Play-Doh experiences to life in Saudi Arabia. Supported by our Blueprint 2.0 strategy, Hasbro is committed to delivering exceptional branded entertainment experiences. We look forward to seeing these immersive attractions delight fans and families for years to come.”
The licensing agreement was signed by Eng. Essam Al Jubair, Chief Operating Officer at SEVEN, and Devrim Anadol, Commercial Director at Hasbro MENA.
SEVEN is investing over SAR 50 billion to develop 21 entertainment destinations across 14 Saudi cities, including Riyadh, Kharj, Makkah, Jeddah, Taif, Dammam, Khobar, Al Ahsa, Madinah, Yanbu, Abha, Jizan, Buraidah, and Tabuk. These projects are set to offer unparalleled, innovative entertainment experiences and foster global partnerships within the sector
