BAAN starts construction of Playocity project in Jeddah

Logo of BAAN Holding Group Co.

BAAN Holding Group started construction of its new entertainment project, Playocity, in partnership with global entertainment company Hasbro at Westfield Jeddah.

In a statement to Tadawul, BAAN said the project will span about 2,600 square meters and offer a comprehensive family entertainment experience combining modern games, interactive activities, and experiences designed for different age groups, drawing on some of Hasbro’s best-known global entertainment characters and brands.

The project is part of BAAN's strategy to expand in the family entertainment sector and develop entertainment destinations that cater to demand for high-quality leisure activities in the Saudi market. It also supports the company's strategy of diversifying investments into high-growth sectors and capitalizing on opportunities in the Kingdom's entertainment industry.

The company expects construction to be completed and commercial operations to begin in the first quarter of 2027, adding that the partnership with Hasbro represents a strategic addition to the project, given the brand’s global presence and large fan base, which are expected to enhance the project’s competitive value.

BAAN said Playocity is expected to add to its entertainment investment portfolio, support future revenue growth, diversify income sources, and expand its customer base, benefiting from the project’s strategic location at Westfield Jeddah and its partnership with Hasbro.

The company also expects the project’s financial impact to begin contributing to its results from the start of commercial operations, which is expected in the first quarter of 2027.

Hasbro is a US company founded in 1923 that specializes in toys, board games, character figures, and television and entertainment productions.