Merlin Entertainments and the animation company, DreamWorks, today announced a multi-million pound collaboration to create a completely new and uniquely themed attraction in the heart of London, based on the beloved story of Shrek and friends.

The attraction, based in County Hall, will immerse its visitors in an interactive journey and include a character courtyard, and a DreamWorks showcase centre. It will be the first of a six attraction rollout of the world famous franchise, with the first residing alongside Merlin’s other London attractions (London Eye, London Dungeons and SEALIFE London). The announcement, significantly adds to the Merlin Entertainments midway attraction offering.

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, added;

“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.”

This news follows on from the planning applications submitted in early January for an attraction to fill the space previously occupied by the London film museum, which closed just before Christmas 2013.

This is not the first time an attraction based around the popular franchise has been planned by Merlin Entertainments. In 2010 it was rumoured that the Alton Towers Resort planned a Shrek 4D attraction on the location of the old ice tent, and the former Storybook Land (currently being developed into CBeebies Land), would receive a re-theme to Far Far Away. However, late on in 2010 these plans were cancelled amid rumours that DreamWorks were unhappy with the quality of the proposed developments.

What are your thoughts on this latest addition to the Merlin Entertainments portfolio? Head on over to the TowersTimes Forum to discuss this and more.

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