BAAN Holding Group, one of Saudi Arabia's leading hospitality companies, has announced that it has broken ground on Playocity, a key family entertainment facility, being developed in partnership with Hasbro at Westfield Center in the port city of Jeddah.

The project will cover about 2,600 sq m area and will feature attractions, interactive activities and immersive experiences based on characters and entertainment brands from Hasbro.

BAAN said the project is part of its broader push into family entertainment alongside its hospitality and catering business, aligning with Saudi Arabia's Vision 2030 goals to expand the kingdom's entertainment and quality-of-life offerings.

With the work in full swing, the Saudi group expects Playocity to be completed and begin commercial operations in the first quarter of 2027.

"On completion, the venue will bring the toy and entertainment company's characters and brands to life through interactive attractions and immersive experiences aimed at multi-generational visits, rather than a standalone arcade format," said a company spokesman.

The project is expected to contribute to revenue growth and diversify its income streams once operations begin, he added.-TradeArabia News Service