Saudi Entertainment Ventures (Seven) has revealed plans to develop and operate the world’s first Play-Doh attractions in Saudi Arabia.

Seven, a wholly owned subsidiary of Saudi Arabia's Public Investment Fund (PIF), said it will open Play-Doh sites at eight of its entertainment destinations across the country over the next 10 years.

Thinkwell Group, a global strategy, experience design, and production agency, has been appointed to develop the attractions.

Seven has signed a licensing deal with global toy and entertainment giant, Hasbro, which owns the IP for Play-Doh.

Each Play-Doh attraction will feature multilevel playscapes, creativity stations and sensory discovery activity areas, allowing guests to fully immerse themselves in the essence and joy of playing with Play-Doh compound (or toys).

The centres will feature a café area for parents, alongside a dedicated party and events room.

Abdullah Aidawood, chair of 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."

Matt Proulx, VP, location based entertainment at Hasbro said: “We're thrilled to be working alongside Seven to bring these 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 Play-Doh attractions are part of Seven's plans to invest more than SAR50bn (US$13bn) in building 21 large-scale, integrated entertainment destinations, which will provide unique and innovative world-class entertainment experiences and global partnerships.

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.