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 Vivid Imaginations has signed a multi-territory European master toy deal for the new DreamWorks Animation, SKG, Inc. (Nasdaq: DWA) movie Shrek Forever After, due in theatres mid-July next year. A proven unisex favourite in the toy aisle, the next installment of the Shrek adventure sees the return of all the usual cast of characters and voice-over talent with the addition of a new smooth-talking, deal-making villain …Rumplestiltskin.
The Vivid toy line will comprise a full line of regular and interactive plush coupled with Playmates Toys, to include figures, playsets and role play accessories. Price points will range from £5.99 to £29.99 and will feature in a TV commercial scheduled to air late-June with the hero product: Wise-cracking Shrek at the fore. Shrek’s box office performance is staggering with the first three movies clocking up over $2 billion worldwide and when Shrek The Third opened it set a new record for the biggest animated movie opening of all time.
DreamWorks Animation will roll out a huge advertising and promotion platform, backing Shrek Forever After, coupled with a strong line of licensees. Product will appear at retail from early June and the DVD release is scheduled for 4Q 2010.
“Vivid has enjoyed huge toy success with Shrek in the past so we are delighted to be partnering with DreamWorks Animation again for Shrek Forever After,” states Emma Sherski, Vivid Licensing and Marketing Director. “Awareness and affection for Shrek in Europe is remarkably high, and our focused and well-priced toy line will be a welcome boost for summer sales for our retail partners.”
Shrek Forever After ™ & © 2009 DreamWorks Animation L.L.C. Shrek is a registered trademark of DreamWorks Animation L.L.C.
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