Shrek It Up! DreamWorks Animation Partners With Merlin Entertainments For A New Shrek Attraction

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Image: Shrek's Far Far Away Adventure to have new attractions in 9 years (Dreamworks & Merlin)

DreamWorks and Merlin Entertainments to create new Shrek Attractions.

Europe's largest and the world's second-largest visitor attraction operators - after the Walt Disney Company - Merlin Entertainments has announced they will be teaming up with Dreamworks Animation to create a unique themed visitor attraction based on Oscar winning animation, Shrek and his friends.

According to Broadwayworld.com, "This landmark attraction, which will transport Visitors through a live interactive entertainment adventure featuring Shrek, Fiona, Donkey, Puss in Boots and other favourites from the beloved franchise, will include five similar attractions to be built in other cities over nine years."

This will be the very first time that Merlin has worked with a Hollywood studio to create a scalable branded-entertainment experience based on a globally recognized entertainment franchise. Reports also say this will become the first time Dreamworks – home to global entertainment franchise like Shrek, Kung Fu Panda etc – will help in producing an attraction of this magnitude by licensing the use of its characters and stories.

Shrek celebrates 15 years this year and the debut of the first "Shrek's Far Far Away Adventured" which comes just ahead of that celebration, kicks off in London this summer.


Mind you, that Shrek still stands the most successful animated franchise of all time and have generated more than $3.5 billion in global box office revenue. The original Shrek won the first Academy Award for "Best Animated Feature Film."

Jeffrey Katzenberg, Dreamworks Animation's Chief Executive Officer, said: "We're excited to work with Merlin to build something that we think is going to be a singularly unique way to experience Shrek and his world. This attraction is going to be unlike anything that currently exists and will undoubtedly become a new type of destination for families."
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