Shrek-themed attraction coming to the UK
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A new attraction based on movies and characters of the Shrek franchise has been announced by Merlin Entertainment and DreamWorks Animation.
The two have agreed to introduce a new attraction based on the popular animated films, with six due to open in the next nine years.
The first of six ‘Shrek’s Far Far Away Adventure’ attractions will open as part of Merlin’s cluster of attractions on London’s South Bank which also includes the London Eye, SEA LIFE Aquarium and The London Dungeon.
It is due to open in summer 2015 with a walkthrough attraction; character courtyard and exhibit area to support new film and DVD releases.
“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,” said Merlin’s chief executive Nick Varney. “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.”
The partnership is the first Hollywood collaboration for Merlin and the first time DreamWorks has licensed its characters to an attraction of this size.
“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,” added Jeffrey Katzenberg, DreamWork’s CEO.
The attraction will be Merlin’s sixth brand alongside LEGOLAND Discovery Centres, Madame Tussauds, SEA LIFE, The Dungeon and The Eye Brand.
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