Tuesday 25 February 2014

Merlin Entertainments has joined forces with DreamWorks Animation to create a new visitor attraction based on the most successful animated film series of all time, Shrek.

This landmark attraction featuring Shrek and friends will open at London’s County Hall, South Bank in the summer of 2015 and will be the first of an initial rollout of six attractions over the next nine years.

The Shrek themed attraction will add to Merlin’s portfolio of successful London brands including Madame Tussauds, SEA LIFE London Aquarium, The London Dungeon and The EDF Energy London Eye. The 2,000 square metre experience will be based on a brand new adventure being written by the DreamWorks team in collaboration with Merlin Entertainments. 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.

Gordon Innes, CEO of London Partners, the Mayor’s official promotional organisation for London, says: “This exciting new attraction for London looks set to be a fantastic addition to London’s family-friendly offering, providing children, families and visitors of all ages a wonderful day out in the heart of the capital. The Shrek films are incredibly popular with children all over the globe, and we are delighted to be welcoming Shrek and friends to our world-class city.

Merlin Entertainments is an important part of London’s tourism industry, owning the capital’s leading paid-for attraction, the EDF Energy London Eye as well as Merlin’s other hugely popular visitor sites in London”.

Recent tourism figures from the International Passenger Survey (IPS) show record numbers of tourists visited London last summer. For the first time in history the city is on course to welcome over 16 million overseas visitors in one year.

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.

About London Partners.

London Partners is the official promotional organisation for London, attracting and delivering value to business, students and visitors. We work to maintain London’s position as the best international visitor destination in the world by marketing to established and emerging markets. We work with the travel industry to promote London to individual leisure travellers and groups worldwide.

For more information on London attractions visit www.visitlondon.com


Jodie Byford, Senior Press Officer – Leisure Tourism

Tel: +44 (0)20 7234 5737 / 07917 604025



Merlin Entertainments media contact:

Susanna Voyle / Stephen Malthouse

+44(0)207 353 4200  


London Partners Media PR Team

Tel: +44 (0)20 7234 5710

Switch: +44 (0)20 7234 5800


Twitter: @London_PR