Dreamworks Animations has appointed Vivid Imaginations as the European master toy partner for upcoming movie Shrek Forever After.
The Vivid line will include a full range of regular and interactive plush coupled with Playmates Toys, to include figures, play-sets and role play accessories. Prices will range from £5.99 to £24.99 and will feature in a TV ad due to air in late June.
The hero product will be Wise Cracking Shrek.
Dreamworks will roll out a major advertising and promotional campaign to back the movie - which hits cinemas in July. The first three Shrek movies have clocked 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.
"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," said Emma Sherski, licensing and marketing director at Vivid. "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."