Santa, Shrek Team for DreamWorks Animation’s Move into Malls

DreamWorks Animation has unveiled details for its DreamPlace location-based attraction with Shrek introducing Santa at seven shopping malls during the holiday season.

The move marks DreamWorks Animation’s first foray into the retail space.

“DreamPlace reimagines one of the signature moments of childhood – meeting Santa Claus,” the company said. “Prior to their mall visit, families can make appointments by app, negating the familiar long lines for Santa before embarking on an unforgettable adventure, which includes an immersive, eye-popping journey with Shrek and his friends as they guide children and families to the North Pole.”

The company is planning a 2,000 square foot “holiday cottage” at locations owned by General Growth Properties and Forest City Enterprises at locations in or around New York, Los Angeles, Chicago, Dallas, Atlanta and Las Vegas.

CEO Jeffrey Katzenberg first revealed plans for the attraction  last month at the Licensing Expo as part of a strategy to expand the company’s brands.

“DreamPlace turns the traditional mall holiday visit on its head with an immersive, interactive approach that draws on our signature brand of technology, storytelling and of course, humor,” DreamWorks Animation Chief Global Brand Officer Michael Francis says. “We are continually looking for new ways to bring our characters to life and DreamPlace will deliver an unparalleled experience which fans will absolutely love.”

The attraction will be located at GGP’s Glendale Galleria (Glendale, CA), The Parks at Arlington (Dallas/Fort Worth, TX), Fashion Show (Las Vegas, NV), North Point Mall (Alpharetta, GA), Oakbrook Center (Oak Brook , IL), Forest City Enterprises’ Victoria Gardens (Rancho Cucamonga, CA) and Westchester’s Ridge Hill (Yonkers, NY).

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