SEVEN x Mattel: Driving the Future of Entertainment in the Kingdom
Saudi Entertainment Ventures (SEVEN), a wholly owned PIF company under the Qiddiya Investment Company, is driving a new era of family entertainment across the Kingdom. As part of its SAR 50 billion investment into building 21 entertainment destinations in 14 cities, SEVEN recently announced a strategic partnership with Mattel to bring Hot Wheels-branded e-karting tracks to six key cities. This initiative reflects SEVEN’s mission to create world-class entertainment that’s accessible, inclusive, and aligned with Vision 2030’s goals for youth empowerment and local development. In this interview, Damien Latham, Chief Entertainment Operations Officer at SEVEN, shares insights into the partnership, its significance for the Kingdom’s entertainment sector, and what guests can look forward to.
1. What inspired SEVEN to partner with Mattel on this e-karting concept?
Hot Wheels is a globally loved brand that embodies speed, creativity, and competition, all values that align with SEVEN’s entertainment vision. This partnership allows us to bring an iconic experience to life in a way that resonates with Saudi families. It’s more than nostalgia; it’s a bold, engaging platform that inspires young people to explore, compete, and have fun in a world-class setting.
2. How does this initiative support SEVEN’s broader strategy to develop motorsports and immersive entertainment across Saudi Arabia?
Hot Wheels e-karting is part of our wider ambition to introduce active, skill-based entertainment experiences across the Kingdom. We’re moving beyond traditional formats to create tech-driven attractions that invite participation and spark excitement. By embedding globally recognised IP into our karting centers, we’re adding storytelling and emotional connection, enhancing both the entertainment value and market appeal.
3. What impact do you expect this to have on youth engagement, job creation, and skill-building?
We’re not just building destinations, we’re creating platforms for opportunity. Each SEVEN complex will generate hundreds of local jobs, spanning guest experience, hospitality, and technical operations. At the same time, Hot Wheels e-karting gives young people access to safe, structured, and confidence-building experiences. It’s a gateway to skill-building, creativity, and long-term community development.
4. How does the use of the Hot Wheels IP enhance the customer experience?
Hot Wheels adds instant brand recognition and emotional connection. It transforms a standard karting track into an immersive, high-energy experience designed around speed, fun, and imagination. We’ve worked closely with Mattel to ensure every detail reflects the essence of the brand, from the track design to the storytelling. It’s an adventure that invites all ages to engage in a new, memorable way.
5. What can audiences expect in terms of rollout timelines and destination launches?
We’re developing Hot Wheels e-karting experiences at SEVEN destinations in Riyadh, Makkah, Taif, Madinah, Tabuk, and Jazan. These will begin opening between late 2025 and early 2026. Each location will offer more than just karting, guests can expect a full spectrum of attractions including immersive games, dining, adventure zones, and live shows. It’s an all-in-one entertainment ecosystem designed to deliver unforgettable moments for everyone.
