New Launch - India Real Estate Report 2026.
BAAN Holding Group, one of Saudi Arabia's leading hospitality companies, has broken ground on Playocity a 2,600 sqm family entertainment facility being developed in partnership with Hasbro at Westfield Center in Jeddah.
The project is expected to open in Q1 2027 and will bring Hasbro's toy and entertainment characters to life through interactive attractions and immersive experiences designed for multi-generational visits rather than a conventional arcade format.
What Playocity Will Offer
The 2,600 sqm venue will feature attractions, interactive activities and immersive experiences built around Hasbro's portfolio of characters and entertainment brands.
BAAN described the concept as aimed at families visiting together, with an experience designed to engage multiple age groups simultaneously.
The format moves beyond a typical children's play area into a branded entertainment destination where the Hasbro IP drives the content at every turn.
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Part of BAAN's Broader Entertainment Push
The project marks BAAN's expansion from its core hospitality and catering business into family entertainment a sector growing rapidly across Saudi Arabia as Vision 2030 raises quality-of-life spending and creates demand for organised leisure destinations.
BAAN said Playocity is expected to contribute to revenue growth and income stream diversification once commercial operations begin.
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Why This Fits Saudi Arabia's Moment
Family entertainment venues represent one of the most direct expressions of Vision 2030's quality-of-life agenda in built form.
Saudi Arabia has moved from a market with very limited organised leisure infrastructure to one where branded, experiential destinations are being built at pace across Riyadh, Jeddah and other major cities.
A Hasbro-themed immersive venue at one of Jeddah's established retail destinations fits that pattern precisely bringing global entertainment IP into the Kingdom's growing retail and leisure ecosystem, rather than asking Saudi families to travel internationally for comparable experiences.
For Westfield Center Jeddah, the addition of an anchor entertainment tenant of Playocity's format adds a footfall driver that goes beyond retail, reinforcing the centre's position in a market where leisure has become a core part of the shopping centre value proposition.
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