SEVEN signs licensed agreement with Hasbro, Inc. to bring world’s first PLAY-DOH attractions to Saudi Arabia

22 March 2023

  • SEVEN will develop and operate the world’s first PLAY-DOH attractions in Saudi Arabia
  • PLAY-DOH themed entertainment centres will open in eight SEVEN entertainment destinations across the Kingdom in the next decade
  • The centres will bring fun and educational experiences that tap into children’s creativity and imagination

Riyadh, Saudi Arabia; March 20, 2023: Saudi Entertainment Ventures (SEVEN), a wholly owned subsidiary of the Public Investment Fund (PIF), in agreement with Hasbro, Inc., a global branded entertainment leader, will 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, and will inspire imagination in children across the Kingdom.


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; ideal for hosting children’s gatherings.


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.


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, VP, Location Based Entertainment at Hasbro, Inc. 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.


The PLAY-DOH 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. PLAY-DOH 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.


SEVEN is investing more than SAR 50 billion to build 21 entertainment destinations which will provide unique and innovative world-class entertainment experiences and global partnerships from within the sector. 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, a wholly owned subsidiary of PIF, 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 accordance with the highest international standards.



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