Principals: Anne Globe, head of worldwide marketing and consumer products, DreamWorks Animation; Kerry Phelan, worldwide head of DreamWorks Animation Consumer Products
Licensees include: Activision, Gerber, HarperCollins, MGA and many others
The story: While the franchise’s initial 2001 installment generated a relatively limited licensing and merchandising program, things began to heat up for the not-so-jolly green ogre with the release of “Shrek 2” in 2004
By that time, the franchise had evolved to include more than 80 domestic licensees, and hundreds more worldwide.
This year, the program’s breadth has once again widened considerably, in part to complement “Shrek the Third’s” demographic-broadening new characters and themes: notably baby ogres and fairy-tale princesses.
DreamWorks CP is focused on building the franchise for the long term, with licensing initiatives ranging from toys (MGA) and publishing (HarperCollins) to and interactive (Activision).
However, with the addition of “Third’s” princess and baby storylines, the studio was also able to forge an infant-centric alignment with Gerber and expand into diapers for the first time.
It also placed heightened emphasis on girls’ licensing programs.
And while DreamWorks will continue its established commitment to Shrek apparel, room decor and home and gift items — as well as licensed food products — future efforts lend themselves to entirely new opportunities.
For example, a “Shrek” musical is set to launch on Broadway in 2008, and ABC’s “Shrek the Halls” holiday special allows for plenty of licensed seasonal tie-ins.
POV: “The comedy of ‘Shrek’ and everyman nature of the characters has made it very appealing to a broad audience,” Globe says. “Everybody relates a little bit to Shrek — maybe feels like he has a little bit of Shrek in them. That certainly appeals to both moviegoers and to licensing partners.”