Development group Saudi Entertainment Ventures (SEVEN) has signed an agreement with Hasbro to develop the world’s first indoor entertainment center based on the toy giant’s Transformers IP.
SEVEN has partnered with AOA, a leading immersive experience design and production company, to develop exciting Transformers attractions that cater to people of all ages. The first Transformers attraction, covering over 10,000 square meters, will debut at SEVEN’s entertainment destination in Riyadh’s Al Hamra district. Additionally, two more attractions will open at other SEVEN entertainment destinations. These ride-based attractions will feature state-of-the-art rides and captivating environments, immersing guests in the action-packed world of the Transformers franchise. The visitor experience will be complemented by branded retail outlets offering specially developed merchandise, as well as themed food and beverage venues, creating an immersive Transformers universe.
Abdullah Al Dawood, Chairman, SEVEN, stated: “We are delighted to once again be partnering with Hasbro to bring this iconic brand to the Kingdom [of Saudi Arabia]. We continue to cement our position as the national champion of the Kingdom’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.”