Saudi Entertainment Ventures (SEVEN), a wholly owned subsidiary of the Public Investment Fund (PIF) has entered into an agreement with global branded entertainment leader, Hasbro to develop and operate the world’s first PLAY-DOH themed entertainment centres. The centres will open at SEVEN entertainment destinations in eight locations in Saudi Arabia over the next 10 years.
SEVEN has partnered with Thinkwell Group, a global strategy, experience design, and production agency, to develop the PLAY-DOH themed entertainment centres which integrate the fun and creativity of the much-loved PLAY-DOH brand.
Guests will be able to enjoy multilevel playscapes, creativity stations and sensory discovery activity areas that fully immerse them in the essence and joy of playing with PLAY-DOH compound (or toys). The centres will feature a café area for parents where they can enjoy their time while their children enjoy the PLAY-DOH entertainment and there will also be a dedicated party and events room for hosting children’s gatherings.
Abdullah AlDawood, chairman, SEVEN, commented: “Our strategic partnership with Hasbro serves to bring the best-in-class entertainment attractions to the people of Saudi Arabia. Our PLAY-DOH themed entertainment centres will inspire the creative minds and imaginations of children across the Kingdom. Children will be able to learn while having fun at our PLAY-DOH centres located at SEVEN entertainment destinations. 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, vice president, Location Based Entertainment at Hasbro said: “We are thrilled to be working alongside SEVEN to bring these truly unique experiences to PLAY-DOH fans in the Kingdom. Championed by our Blueprint 2.0 strategy, Hasbro is creating 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.”
The licensed agreement was signed by Eng. Essam Al Jubair, chief operating officer at SEVEN, and Devrim Anadol, commercial director at Hasbro MENA.