Paragon opens construction-themed play centre in Dubai

The Dig It! Dubai Springs centre has an integrated café and retail offer for families with children aged 2 to 10, which is “a repeatable, popular fun learning experience, safe, cost effective and easy to operate”.

The site is 7,000 sqft and features play equipment such as an interactive digger and a building site with hoists, pulleys and conveyors.

Mark Pyrah, development director and founder of AIM-listed Paragon Entertainment, said: "We have invested significantly in this area of the business over the past 2 years, and it's testament that a company of Emaar’s stature have backed our first Dig It! project. This is our first branded product which has proved our ability to fast track pre-developed projects to developers and operators in record time."

The project has been developed by Paragon for a period of four months on behalf of Emaar Entertainments, to whom Paragon have granted exclusive access to the Dig It! IP in the MENA region.

"We are seeing strong demand for experiential attractions to increase dwell time and spend per head and our strategic goal is to create products that can answer this need. Other Dig it! locations are in progress and manufacture which we look forward to announcing in due course," said Pyrah.

Investor's were not enthused by the concept and Paragon Entertainment’s shares were down 4.55% at 1.05p late on Tuesday afternoon.