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SEVEN Signs Agreement with Hasbro, Inc. to Develop the World’s First Transformers Indoor Entertainment Centre

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Saudi Entertainment Ventures (SEVEN), a wholly owned subsidiary of the Public Investment Fund (PIF), has signed a second licensed agreement with Hasbro, Inc. a global branded entertainment leader. Under the agreement, SEVEN will bring the Transformers brand to its entertainment destinations in the Kingdom of Saudi Arabia. The agreement follows an earlier announcement of a licensed agreement between to the two parties for the world’s first PLAY-DOH attractions.

SEVEN have partnered with AOA, an industry leader in immersive experience design and production, to develop the Transformers attractions which will provide thrilling and highly immersive experiences for people of all ages.

Spanning over 10,000 square metres, the first Transformers attraction will open at SEVEN’s entertainment destination in the Al Hamra district of Riyadh, with two additional attractions set to open at other SEVEN’s entertainment destinations. The Transformers ride-based attractions will feature thrilling state-of-the-art rides and captivating environments that will have guests fully immersed in the action-packed world of the iconic brand. To complete the overall visitor experience, there will be branded retail, including specially developed merchandise, and themed food and beverage venues, leaving guests feeling as though they have stepped into the Transformers universe.

Abdullah Al Dawood, Chairman, SEVEN, said: “We are delighted to once again be partnering with Hasbro to bring this iconic brand to the Kingdom. 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.”

Matt Proulx, VP, Location Based Entertainment at Hasbro, Inc. said: “By partnering with SEVEN in the Kingdom, 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.”

SEVEN is investing more than SAR 50 billion to build 21 entertainment destinations which will provide unique and innovative world-class entertainment experiences and global partnerships from within the sector. 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.

Saudi Entertainment Ventures, a wholly owned subsidiary of PIF, is mandated to invest in, develop, and operate entertainment destinations and create a sustainable entertainment sector that caters to the needs of all in Saudi Arabia, in accordance with the highest international standards.

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Hospitality

The Sweetest Way to End the Summer Holidays

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Taking place on 23 August and 30 August from 2:00 PM to 4:00 PM, Splendour Fields and Crave Bakehouse are bringing two hands-on baking workshops to JLT for children aged 4-12. The first session will be dedicated to cookie baking, followed by a cake decorating class on 30 August. Children will get to mix, bake, decorate, and take their creations home at the end of the afternoon.

Priced at AED 200 per child, tickets can be purchased online [HERE]. The two-hour workshop includes all ingredients, equipment, and guidance throughout the session. Each child will also receive a complimentary kids’ meal and drink, while one accompanying parent will receive a complimentary coffee. With only 10 children per session, the workshops offer a small and interactive setting where every little baker can get involved from start to finish.

As the holidays come to an end, the workshops offer one more chance for kids to have fun, get creative, and make the most of their final days before school starts again. Whether they’re making their first batch of cookies or decorating their very own cake, children will have the freedom to get creative and make something they can proudly take home. It’s hands-on, a little messy, and designed to let kids have fun while learning something new.

Located in JLT, Splendour Fields is a neighbourhood café and deli where families can come together over good food and coffee. The workshops bring that same spirit into the kitchen, giving parents and children a reason to spend an afternoon together while escaping the summer heat.

With limited spaces available, parents can book their little bakers in for one session, or join both for two sweet afternoons of baking, creating, and getting a little messy.

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Hospitality

Kids Play, Parents Stay: Sundays at The Guild Just Got Better

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Introducing Only on Sundaes, a new family experience in DIFC that’s every parent’s dream

Launching on 23 August, The Guild introduces Only on Sundaes, a new family experience designed to give parents something they rarely get: a chance to enjoy a proper meal while the kids are happily entertained. Transforming The Aviary into a Nitro Sundae Bar and dedicated space for play, creativity, and discovery, the experience runs every Sunday from 9:00 AM to 7:00 PM, with free entry for children booked either for breakfast or Sunday roast. Guests only pay for any additional food and beverage consumed during their visit.

For parents, it is about having a little more time to themselves. Sit down for breakfast, enjoy a coffee, catch up with friends, or take your time over the Sunday Roast while the kids explore, play, and make new friends nearby. For children, it is a full Sunday of things to discover, with dedicated spaces designed around different ages and interests. It is an easy way to make the most of the final weeks of the school holidays before the routine starts again.

For younger children aged 1–5, the Little Explorers area offers a safe and supervised space filled with soft play equipment, building blocks, face painting, a ball pool, a play kitchen, and sensory activities. Older children and teens have their own dedicated zone, The Arcade Club, with arcade games, air hockey, PlayStation stations and board games. There is plenty to keep them busy, whether they want to play, get creative, or simply hang out.

From 12pm onwards, children can also enjoy an interactive nitrogen ice cream activation, adding a playful twist to a classic favourite. It is one more reason for kids to look forward to Sundays, while parents can enjoy a little extra time to relax.

With the new school year just around the corner, Only on Sundaes is made for that last stretch of summer. At The Guild, Sundays are becoming a time for everyone to enjoy, just in very different ways.

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Hospitality

La Maison Ani Celebrates Emirati Women’s Day

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La Maison Ani, hospitality has always been about more than what arrives on the plate. It is about making people feel welcomed, considered and celebrated, through thoughtful details, the generosity of the table, and the craftsmanship of the kitchen. On August 28th, Emirati Women’s Day, the house adds another gesture to that list: a complimentary dessert, offered simply and sincerely, to every woman who walks through the door.

The Tarte Cacahuète & Caramel Salé is a new creation from the pastry kitchen, made entirely in the spirit of the house. A chocolate tart base, filled with peanut caramel, chocolate ganache and sea salt caramel, finished with a cloud of vanilla mascarpone cream.

The Tarte Cacahouète & Caramel Salé will be offered complimentary to all women dining on August 28th, across lunch and dinner service

Emirati Women’s Day offers a meaningful moment to extend that philosophy to the women who have contributed, and continue to contribute, to the cultural, social and economic life of the country La Maison Ani is proud to call home..

Because some celebrations need nothing more than a beautiful dessert and someone to share it with.

 

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