Merlin Entertainments has teamed up with DreamWorks Animation to create a themed visitor attraction based on Shrek and his friends at County Hall on the South Bank.
Until now, details of the proposed attraction in the former home of the Greater London Council have been kept under wraps.
Now Merlin has announced a deal with DreamWorks Animation to create six themed attractions over the next nine years.
The 2,000 square metre experience at County Hall will be based on a brand new adventure being written by the DreamWorks team.
When it opens next year it will feature a Shrek interactive walkthrough adventure, a character courtyard where visitors will be able to meet Shrek and his swamp friends, along with characters from Madagascar, Kung Fu Panda and How to Train Your Dragon.
"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," said Nick Varney, chief executive of Merlin Entertainments.
"Merlin's expertise in delivering memorable days out for visitors and DreamWorks' skill in developing globally recognized entertainment franchises will be a winning combination.
"Shrek is the biggest animated franchise of all time, and we are delighted that we are going to add Shrek's Far Far Away Adventure to our portfolio of iconic international entertainment brands. We know our millions of visitors around the world will love the interactive Shrek experience that we will deliver."
Jeffrey Katzenberg, DreamWorks Animation's chief executive officer, said:
"We're excited to work with Merlin to build something that we think is going to be a singularly unique way to experience Shrek and his world.
"This attraction is going to be unlike anything that currently exists and will undoubtedly become a new type of destination for families."
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