Merlin Entertainments is to team up with DreamWorks Animation to create themed visitor attractions based on the Shrek films.
Current plans are for an initial roll out of six attractions over nine years.
The first of the Shrek themed attractions, Shrek's Far Far Away Adventure, is set to open in summer 2015 at Merlin’s midway attractions cluster at County Hall on London’s South Bank. The 20, 000 square ft. experience will feature a Shrek interactive walkthrough adventure based on an original story written by the Dream Works team. The attraction will also include a courtyard where visitors will be able to meet DreamWorks Animation's characters as well as a rotating exhibit area and a branded retail outlet.
This is the first time that Merlin has collaborated with a Hollywood studio to create a scalable branded themed attraction.
Nick Varney, Chief Executive of Merlin Entertainments, said, "Developing an attraction based on Shrek and his friends is hugely exciting for Merlin Entertainments and the start of what we hope will be a wider collaboration with DreamWorks Animation. Merlin's expertise in delivering memorable days out for visitors and DreamWorks' skill in developing globally recognized entertainment franchises will be a winning combination.
“Shrek is the biggest animated franchise of all time, and we are delighted that we are going to add Shrek's Far Far Away Adventure to our portfolio of iconic international entertainment brands. We know our millions of visitors around the world will love the interactive Shrek experience that we will deliver."
For DreamWorks Animation this is the first time that they have produced a themed attraction of this size based on their licensed characters and stories.
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."