World’s first PLAY-DOH attractions to be launched in Saudi Arabia

PIF-owned Saudi Entertainment Ventures (SEVEN) has ambitious plans to introduce the world’s first PLAY-DOH-themed entertainment centres in the kingdom.

It recently entered a licensed agreement with global entertainment giant Hasbro to that effect.

The PLAY-DOH centres will open at SEVEN’s entertainment destinations in eight locations in Saudi Arabia over the next 10 years.

The centres will feature 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.

A dedicated party and events room for hosting children’s gatherings will also be included.

Strategic partnerships

SEVEN has partnered with Thinkwell Group, a global strategy, experience design, and production agency, to develop the PLAY-DOH themed entertainment centres.

Abdullah AlDawood, Chairman, SEVEN, said: “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, VP, Location Based Entertainment at Hasbro, Inc said: “We are thrilled to be working alongside SEVEN to bring these truly unique experiences to 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.”

PLAY-DOH – an enduring legacy

The brand has been loved and trusted by kids and families for over 65 years.

Originally developed as a wallpaper cleaner, PLAY-DOH compound is now the #1 reusable modelling compound and is sold in more than 80 countries worldwide.

In 1998, PLAY-DOH compound was inducted into the National Toy Hall of Fame.

The brand has always been synonymous with imagination; it provides kids the creative freedom to express themselves and brings families together for an engaging and fun activity that is beloved across generations.

We are happy to announce our partnership with @Hasbro to bring an immersive @PlayDoh experience to life. ?? ?️ pic.twitter.com/9GmW96eDhT

— SEVEN مشاريع الترفيه السعودية (@saudi_SEVEN) March 21, 2023

Ambitious plans

SEVEN is investing more than SAR50bn to build 21 entertainment destinations across the kingdom, which will provide entertainment experiences and global partnerships from within the sector.

Read: Saudi Arabia’s SEVEN to invest SAR50bn to develop entertainment destinations in 14 cities

The upcoming projects are located in 14 cities across the kingdom: Riyadh, Kharj, Makkah, Jeddah, Taif, Dammam, Khobar, Al Ahsa, Madinah, Yanbu, Abha, Jizan, Buraidah, and Tabuk.

Saudi Entertainment Ventures is mandated to invest in, develop, and operate entertainment destinations and create a sustainable entertainment sector that caters to the needs of all in Saudi Arabia.

In addition to Hasbro, SEVEN has also secured partnerships with leading global entertainment companies, including Clip ‘n Climb, Warner Bros. Discovery, and Mattel for its Hot Wheels brand, to develop world-first entertainment attractions.

In January, it entered a new phase of growth as it restructured its joint venture partnership with US-headquartered AMC Entertainment Holdings (AMC), the world’s largest movie exhibition company.

Under the new agreement, SEVEN acquired AMC’s equity stake in the cinema business in KSA to gain 100 per cent ownership.

Read: SEVEN acquires AMC’s equity stake in cinema business in Saudi Arabia

It also retained intellectual property (IP) rights and the AMC Cinemas brand name in the Saudi market.

The Saudi entertainment market, which is growing at an annual rate of 47.65 per cent, is expected to touch SAR4.4bn by the end of 2030.