US: DreamWorks launches first festive retail experience, DreamPlace - Licensing.biz

US: DreamWorks launches first festive retail experience, DreamPlace

A 2,000 square foot holiday cottage, DreamPlace will feature Santa alongside popular characters including Shrek.
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DreamWorks Animation has made its first foray into the retail space with the launch of a new festive shopping experience, DreamPlace.

Combining technology with storytelling, the 2,000 square foot holiday cottage offers young fans the chance to meet Santa alongside a host of popular DreamWorks characters.

DreamPlace follows the narrative of a trip to the North Pole, ‘infusing the studio’s trademark storytelling and humour.’

Inhabiting malls across the US, DreamPlace even allows families to book a visit to Santa via an app, to avoid those long queues.

DreamPlace will debut this season in major markets in New York, Los Angeles, Chicago, Dallas, Atlanta and Las Vegas.

“DreamPlace turns the traditional mall holiday visit on its head with an immersive, interactive approach that draws on our signature brand of technology, storytelling and of course, humour,” said DreamWorks Animation’s chief global brand officer, Michael Francis.

“We are continually looking for new ways to bring our characters to life and DreamPlace will deliver an unparalleled experience which fans will absolutely love.”

The interactive experience will debut in seven locations across the US, each owned by both General Growth Properties and Forest City Enterprises.

David LaRue, Forest City president and CEO, added: “We are thrilled to align with DreamWorks to bring this one of a kind experience to Westchester’s Ridge Hill in Yonkers, New York and Victoria Gardens in Rancho Cucamonga, California.

“DreamWorks’ creative talent has taken an age old legend and transformed it to be relevant and appealing to today’s tech-savvy kids. We are excited that DreamPlace wil open at ridge Hill and Victoria Gardens.

“We are also honoured that ridge Hill was chosen to be the only centre in the Northeast this holiday season to offer this outstanding family entertainment.”

The DreamPlace experience has been developed by the creative minds behind hit franchises such as Shrek, Madagascar and How to train Your Dragon.

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