DreamWorks Plans Shrek Attraction

DreamWorks Animation has teamed with Merlin Entertainments to create a themed visitor attraction based on the Shrek franchise.

The planned 20,000-square-foot experience marks the first time that DreamWorks has produced an attraction of this size.

Dubbed Shrek’s Far Far Away Adventures, Merlin is planning to roll out six attractions in the area over the next nine years, the first of which will open in London in summer 2015, just in time to celebrate the original film’s 15th anniversary.

The attraction will be located at County Hall alongside other Merlin attractions such as the EDF Energy London Eye, the London Sea Life Aquarium and The London Dungeon.

The experience will be based on a brand-new Shrek adventure being written by the DreamWorks team and will feature an interactive walkthrough adventure, a character courtyard where visitors will be able to meet Shrek and his swamp friends along with characters from Madagascar, Kung Fu Panda and How to Train Your Dragon.

In addition, there will be a rotating exhibit area supporting DreamWorks Animation film and DVD releases, as well as a branded retail outlet.

“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,” says Jeffrey Katzenberg, chief executive officer, DreamWorks Animation. “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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