DreamWorks Animation Unwraps DreamPlace, Its Christmas Shopping Mall Attraction

Coca-Cola and merchandisers have been appropriating Santa Claus for years. Now DreamWorks Animation hopes to put its stamp on the (SPOILER ALERT) myth by having Shrek introduce kids to St. Nick when they visit him at shopping malls featuring the studio’s DreamPlace location based experience. DWA just disclosed some details about the attraction to begin this holiday season — part of its effort to boost sales of character-related toys, clothing, and other licensed merchandise — which CEO Jeffrey Katzenberg unveiled last month at the industry’s Licensing Expo.
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This article was printed from https://deadline.com/2014/07/dreamworks-animation-dreamplace-mall-santa-visit-808982/