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NEWS
Merlin could pull plug on Shrek’s Adventure roll out
POSTED 06 Mar 2017 . BY Alice Davis
Shrek's Adventure London is an immersive, actor-led 90-minute experience
It’s almost a year since Universal’s parent company Comcast acquired DreamWorks, and now Merlin Entertainments boss Nick Varney has to decide what to do with its Shrek’s Adventure midway.

DreamWorks IPs include Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon, characters and worlds that translate well into themed entertainment environments. But since Merlin partnered with DreamWorks, Universal swooped in with its US$3.8bn (€3.6bn, £3.1bn) buyout.

Varney said in an earnings call that he had met Universal in January and that there were no concerns about them seeing out the standing contract with DreamWorks, which was for six Shrek’s Adventure midways globally, the first of which opened in London in 2015.

“We were pleased with the London attraction and it’s doing well,” Varney said. “What we don’t have from Universal is a guarantee that beyond these six we can continue to roll out more. And so right now we are assessing whether we are going to do the other five, whether we are going to switch to another IP or, basically, selectively do ones in big city centres where we think they’d do well.”

Varney added that the relationship is positive and that Comcast could well still be contemplating what to do with the DreamWorks acquisition going forward. However, it’s possible that Merlin will decide against rolling out the Shrek’s Adventure midway as was previously planned.
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Merlin Entertainments has launched the latest attraction at its London cluster on the River Thames, a ‘game-changing’ fully immersive Shrek attraction, which the project’s creative director has said will take linear experiences to new heights.
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News   Products   Magazine   Subscribe
NEWS
Merlin could pull plug on Shrek’s Adventure roll out
POSTED 06 Mar 2017 . BY Alice Davis
Shrek's Adventure London is an immersive, actor-led 90-minute experience
It’s almost a year since Universal’s parent company Comcast acquired DreamWorks, and now Merlin Entertainments boss Nick Varney has to decide what to do with its Shrek’s Adventure midway.

DreamWorks IPs include Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon, characters and worlds that translate well into themed entertainment environments. But since Merlin partnered with DreamWorks, Universal swooped in with its US$3.8bn (€3.6bn, £3.1bn) buyout.

Varney said in an earnings call that he had met Universal in January and that there were no concerns about them seeing out the standing contract with DreamWorks, which was for six Shrek’s Adventure midways globally, the first of which opened in London in 2015.

“We were pleased with the London attraction and it’s doing well,” Varney said. “What we don’t have from Universal is a guarantee that beyond these six we can continue to roll out more. And so right now we are assessing whether we are going to do the other five, whether we are going to switch to another IP or, basically, selectively do ones in big city centres where we think they’d do well.”

Varney added that the relationship is positive and that Comcast could well still be contemplating what to do with the DreamWorks acquisition going forward. However, it’s possible that Merlin will decide against rolling out the Shrek’s Adventure midway as was previously planned.
RELATED STORIES
Multi-million pound Shrek's Adventure comes to Merlin's London cluster


Merlin Entertainments has launched the latest attraction at its London cluster on the River Thames, a ‘game-changing’ fully immersive Shrek attraction, which the project’s creative director has said will take linear experiences to new heights.
MORE NEWS
Marriott International partners with Fitwel for wellness solutions across its residential portfolio
Marriott International has partnered with Fitwel, a healthy building certification system that aims to optimise occupant health.
Anna Bjurstam steps down from Six Senses to build new company Wahayla
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, opens with spa philosophy of ‘Wellness without Walls’
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England with a 1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’ concept.
'Minor wellness hotels' recorded the strongest growth across top KPIs in 2025, finds RLA Global
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth in 2025 across categories when compared with 2024, according to the latest Wellness Real Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
Lefay Resorts introduces emotional dance classes to offer experiences that foster connection
Lefay Resorts, the portfolio of two luxury wellness properties in Italy, has added emotional dance classes and group cold plunge sessions in response to market demand for social connection.
Robert Thurman: a life dedicated to enlightenment
Robert Thurman, an expert on Tibetan Buddhism and the spiritual director of Menla Retreat and Dewa Spa in Woodstock, has died, aged 84.
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Elemis launches its first Red Light Mask, lighting the way to advanced skin health and restoration
Elemis has branched into LED skincare with the launch of its breakthrough Red Light Mask. [more...]

MSpa Oslo series: a timeless bestseller
The MSpa Oslo series is a perennial bestseller in global markets. With innovative engineering and premium performance, this completely portable spa line-up is expertly designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers  
COMPANY PROFILES
Trybe

Trybe was founded back in 2020, and the past five years has seen Trybe become the fastest growing al [more...]
+ More profiles  
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+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
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ASEAN Patio Pool Spa Expo 2026

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+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS