24th Feb 2014 13:00
24 February 2014
Merlin Entertainments and DreamWorks Animation announce strategic alliance to create Shrek and Friends attraction
New midway brand to be launched summer 2015
Highlights
- Merlin Entertainments ('Merlin') announces strategic alliance with DreamWorks Animation to create Shrek's Far Far Away Adventure
- Attraction will be based on a new "Shrek and friends" adventure concept and will be Merlin's sixth global midway brand, complementing the LEGOLAND Discovery Centres, Madame Tussauds, SEA LIFE, The Dungeons and The Eye brands
- First attraction planned to open alongside Merlin's London cluster on the South Bank in the summer of 2015, with six attractions planned in total in the next nine years
- The 2015 attraction is incremental to the current midway roll-out programme, with the opportunity to accelerate the pipeline in future years
- Merlin's average investment and returns are expected to be similar to the current midway roll out programme
Shrek's swamp is coming across the pond! In a new collaboration, Merlin Entertainments has teamed up with DreamWorks Animation to create a unique themed visitor attraction based on Shrek and his friends.
This landmark attraction, which will transport visitors through a live interactive adventure featuring Shrek, Fiona, Donkey, Puss in Boots and other favorites from the beloved franchise, will see an initial roll-out of six attractions over nine years. The first attraction will open in London in the summer of 2015. This will be the first time that Merlin, Europe's largest and the world's second-largest visitor attraction operator, has worked with a Hollywood studio to create a scaleable branded entertainment experience based on a globally recognisedentertainment franchise. This is also the first time that DreamWorks Animation, home to global entertainment franchises including Shrek, Kung Fu Panda and How to Train Your Dragon, will help to produce an attraction of this magnitude by licensing the use of its characters and stories.
The debut of the first Shrek's Far Far Away Adventure comes just ahead of the film's 15th anniversary. The most successful animated franchise of all time, DreamWorks Animation's Shrek films 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." The attraction will be sited at County Hall alongside Merlin's other leading attractions in the South Bank cluster: the EDF Energy London Eye, the London SEA LIFE Aquarium and The London Dungeon. The 2,000 square metreexperience will be based on a brand new adventure being written by the DreamWorks team. It will feature a Shrek 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. The Shrek attraction will become part of Merlin's successful midway roll-out programme as the sixth brand alongside LEGOLAND Discovery Centres, Madame Tussauds, SEA LIFE, The Dungeon and The Eye Brand.
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."
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."
For further information please contact:
Merlin
Investors:
+44 (0)1202 440 082
Alistair Windybank, Investor Relations
Simon Whittington, Investor Relations
Media:
Tulchan Communications
+44(0)207 353 4200
Susanna Voyle
Stephen Malthouse
DreamWorks Animation
Media:
Allison Rawlings
(818) 695-3278
Matt Lifson
(818) 695-6576
Notes to editors:
About Merlin Entertainments plc:
Merlin Entertainments plc is a leading name in location-based, family entertainment. Europe's Number 1 and the world's second-largest visitor attraction operator, Merlin now operates 100 attractions, nine hotels and three holiday villages in 22 countries and across four continents. The company aims to deliver memorable and rewarding experiences to its 54 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and more than 22,000 employees.
About DreamWorks Animation:
DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series and live entertainment properties, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for five consecutive years. In 2013, DreamWorks Animation ranks #12 on the list. All of DreamWorks Animation's feature films are produced in 3D. The Company has theatrically released a total of 28 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon, Puss In Boots, and The Croods.
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