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Saudi Entertainment and Amusement Expo Logo co-located with SLS Expo

Saudi Entertainment & Amusement (SEA) Expo
20 - 22 MAY 2025 | 3:00 PM - 9:00 PM

Riyadh Front Exhibition & Conference Center


Saudi Entertainment & Amusement Expo Hero

Shifa Yusuff Ali

Shifa Yusuff Ali

CEO, IdeaCrate Edutainment Company

As the Founder and CEO of edutainment company IdeaCrate, since launching in 2015, Shifa Yusuffali has drawn on her entrepreneurial passion to transform the ‘children’s play centre’ space by creating a suite of developmentally-focused environments, catering to both children and their caregivers. With a current offering of three edutainment brands: Orange Wheels for indoor play, Orange Seeds delivering a Montessori-inspired, British curriculum EYFS nursery education, and the toddlers-to-teens high-energy amusement platform Orange Hub, Shifa has achieved exceptional business growth within the UAE market.

At present, IdeaCrate’s three edutainment brands total an impressive eight locations across Abu Dhabi and Dubai, with Shifa attributing her company’s success to what she firmly believes should be the true foundation of any business: the team. Employing an inclusive leadership style, all IdeaCrate’s team members are included in the establishment of the company’s values and standards, with Shifa encouraging employees to set both personal and professional development goals that she personally ensures they achieve. As Shifa looks to the future, further franchising of her three brands throughout the Middle East is in motion, with an outlook to expand into the global market.


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