Universal Products & Experiences readies “exciting new era” for Shrek

With Shrek celebrating its 25th anniversary this year and Shrek 5 on the way in 2027, Universal Products & Experiences believes an “exciting new era” is on the cards for the brand.

“As Shrek celebrates 25 years of cultural impact and looks toward its next cinematic chapter, the franchise is stepping into an exciting new era,” said Rafa Macias, Executive Vice President, Global Consumer Products & Games at Universal Products & Experiences.

“This new chapter celebrates a beloved legacy – bringing new partners and experiences to life – while honouring the fans who’ve grown up with Shrek and introducing the joy and irreverent humour of Far, Far Away to new audiences.”

One immediate development is that Shrek will boast an expanded presence in theme parks, including the Universal Kids Resort – a theme park specifically designed for families with young children coming to Frisco, Texas later this summer.

Shrek and friends will be present in Shrek’s Swamp, while a Shrek & Fiona’s Happily Ogre After attraction will take kids and their families on a special ride through the story of how Shrek met Fiona.

Themed food will be served at Swamp Snacks – including the Shrekzel – while the Triplets Treasures shop will sell apparel, accessories and plush for the whole family. Kids and their grown-ups will also have a chance to meet Shrek and Fiona, while kids can also play in two interactive play areas – Shrek’s Swamp Rompin’ Stomp and Shrek’s Swamp Splash & Smash.

Universal Products & Experiences will be exhibiting at Licensing Expo later this month at stand U188.