Saudi Arabia to see Transformers entertainment centre

Saudi entertainment venture Seven has signed a second licensed agreement with global brand company Hasbro to develop the world’s first Transformers indoor entertainment centre in Saudi Arabia.

Seven will develop and operate three Transformers attractions in Saudi Arabia, with the first set to open in Seven’s entertainment destination in Al Hamra, Riyadh. The Transformers themed attractions are expected to offer highly immersive experiences for people of all ages.

The agreement follows a previous announcement of a licensed agreement between to the two parties for the world’s first Play-Doh attractions.

The Riyadh location will span over 10,000 square metres and two additional attractions are set to open at Seven’s other entertainment destinations.

The Transformers ride-based attractions will feature state-of-the-art rides that will have guests fully immersed in the world of the iconic brand. There will be branded retail, including specially developed merchandise and themed food and beverage venues.

Seven chairman, Abdullah Al Dawood, 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 the nation’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, said: “By partnering with Seven, 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.”

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