POOLE-based Merlin Entertainments has teamed up with Hollywood studio DreamWorks animation to create visitor attractions based on the Shrek films.
The first is due to open in London in the summer of 2015, with five more due in the coming nine years.
Visitors will take part in a live interactive adventure featuring Shrek, Fiona, Donkey, Puss in Boots and other favourites.
The Shrek series of films have taken more than 3.5bn US dollars at box offices across the world.
Shrek’s Far Far Away Adventure will be sited at London’s County Hall, near Merlin’s other attractions on the South Bank – the EDF Energy London Eye, the London Sea Life Aquarium and the London Dungeon.
The 2,200sqm experience will be based on a new adventure being written by the DreamWorks team and will feature a walk-through adventure and a character courtyard where visitors will meet Shrek and his friends along with characters from Madagascar, Kung Fu Panda and How to Train Your Dragon. There will be a rotating exhibit area supporting Dreamworks Animation’s film and DVD releases and a shop.
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.”