Merlin Entertainments, Europe's largest attractions operator, has teamed up with DreamWorks Animation to create a series of themed visitor attractions based on the animated Shrek series.


According to Merlin, the tie-up will see the development of six new attractions over nine years, with the first attraction – Shrek's Far Far Away Adventure – set to debut in London's South Bank area in 2015.

The 2,000sq.m experience 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.

Shrek's Far Far Away Adventure will transport visitors through a live interactive adventure featuring Shrek, Fiona, Donkey, Puss in Boots and other favourites from the animated series, Merlin said.

The deal marks the first time that the UK-based attractions operator has worked with a Hollywood studio to create a scaleable branded entertainment experience based on a globally recognised entertainment franchise.

"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," stated Nick Varney, chief executive of Merlin.

"Merlin's expertise in delivering memorable days out for visitors and DreamWorks' skill in developing globally recognised entertainment franchises will be a winning combination."

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, the Shrek films have generated more than $3.5bn in global box office revenue.

The original Shrek won the first Academy Award for Best Animated Feature Film.