The Saudi group, known as SEVEN, has announced that within the next decade the Play-Doh centers will be in its entertainment destinations in eight locations in the Kingdom.

The centers will feature multi-level playscapes, creativity stations and sensory discovery activity spaces, as well as a café spot for parents to pass their time, stated the official release.

“Our Play-Doh themed entertainment centers 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 centers located at SEVEN entertainment destinations,” stated the SEVEN’s chairman Abdullah AlDawood.

SEVEN’s CEO Essam Al Jubair and Hasbro MENA’s Commercial Director Devrim Anadol signed the contract to officiate the partnership.

SEVEN - owned by the Public Investment Fund – joined with Thinkwell Group, a global strategy, experience design, and production agency, to foster the Play-Doh themed centers.

By investing over SR50 billion ($13.3 billion) into 21 entertainment destinations, SEVEN is cultivating the Kingdom’s entertainment sector through innovative topnotch entertainment experiences and international collaboration.

The 65-year Play-Doh brand is currently the number one reusable modeling compound across 80 different countries worldwide.

“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,” added the press release announcing the development.