SEVEN to bring Transformers brand to Saudi entertainment destinations

16 May 2023 Riyadh, KSA
  • PIF-owned SEVEN signs second agreement with Hasbro, Inc., a global toy leader, to bring immersive experiences to Saudi Arabia
  • Destinations support PIF strategy to drive innovation in KSA’s entertainment, leisure and sports industry
  • Projects align with Vision 2030’s aim to position Saudi Arabia as a leading global tourist spot by end of the decade
Saudi Entertainment Ventures (SEVEN), the first-of-its-kind PIF-owned recreation destination developer and operator, will be bringing the world-famous Transformers brand to its entertainment venues in Saudi Arabia.
SEVEN has signed a second licensed agreement with Hasbro, Inc., an international toy and entertainment leader, following a previous agreement announcement between the two parties for the globe’s first PLAY-DOH-themed entertainment center at SEVEN destinations.
Visitors of all ages can expect thrilling, immersive experiences when the Transformers attraction launches at SEVEN’s entertainment destination in the Al Hamra district of Riyadh, with two additional attractions set to open at other SEVEN locations.
SEVEN is partnering with AOA, an industry leader in immersive experience design and production, to create the cutting-edge rides and exciting environments, which will cover more than 10,000 square meters at its Al Hamra neighborhood location. The Transformers ride-based attractions will fully immerse guests in the action-packed world of heroic Autobots and villainous Decepticons.
Abdullah bin Nasser Al-Dawood, Chairman of the Board of Directors of SEVEN, said: ““We are delighted to once again be partnering with Hasbro to bring this iconic brand to Saudi Arabia. We continue to cement our position as the national champion of Saudi Arabia’s entertainment sector, strengthening the entertainment ecosystem with our strategic partnerships to bring a wide range of attractions for the people of Saudi Arabia to enjoy.”
Matt Proulx, Vice President of Location Based Entertainment at Hasbro, Inc., said: “By partnering with SEVEN in Saudi Arabia, we can bring even more truly unique experiences to fans of Transformers and PLAY-DOH. We’re sure that these new immersive attractions will entertain and delight generations of fans and families for many years to come.”
The attractions support PIF’s strategy to drive innovation in Saudi Arabia’s entertainment, leisure and sports industry. They also align with national economic transformation roadmap Vision 2030, which hinges on creating a vibrant society for everyone, and aims to position Saudi Arabia as a leading global tourist destination by the end of the decade.