Merlin and DreamWorks Roll Out Interactive Shrek Visitor Attraction

The summer of 2015 will see the opening of the first of initial six interactive Shrek’s Far Far Away Adventure attractions to be planned and created by Merlin Entertainments (Merlin) and DreamWorks Animation within a nine-year period. According to Merlin, the first Shrek-themed visitor attraction will be located at the London County Hall on the South Bank of the River Thames, joining Merlin’s London Eye, Sea Life Aquarium and London Dungeon attractions. The 2,000 square meter experience will feature a Shrek interactive walkthrough adventure, a character courtyard where visitors will be able to meet Shrek and his friends Fiona, Donkey Puss in Boots and other DreamWork Animation characters as well as a rotating exhibit area supporting film and DVD releases of the animation studio. Last but not least a branded retail outlet will also be on hand. The Shrek attraction will join Merlin’s other midway attractions such as LEGOLAND Discovery Centres, Madame Tussauds, Sea Life, The Dungeon and The Eye brand as the sixth brand. According to the Orlando Sentinel, Merlin said that Orlando was under consideration as a possible site for the Shrek attraction. With a total of 59 million visitors in 2013, Orlando is definitely one of the most attractive locations for new investments in the entertainment and attractions industry. (eap)