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.
 


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
 
Leisure Management - Merlin could pull plug on Shrek’s Adventure roll out...
08 Jun 2026 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

06 Mar 2017

Merlin could pull plug on Shrek’s Adventure roll out
BY Alice Davis

Shrek's Adventure London is an immersive, actor-led 90-minute experience

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.



Connect with
Leisure Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
The Retreat Costa Rica debuts Vida Mía Longevity Centre
The Retreat Costa Rica debuts Vida Mía Longevity Centre   07 Jun 2026

Luxury wellness resort, The Retreat Costa Rica, has introduced its Vida Mía Longevity Centre at the property’s Vida Mía Healing Centre and .... more>>

Almost half of spa survey respondents are unaware cancer is a disability and not adapting treatments is discrimination
Almost half of spa survey respondents are unaware cancer is a disability and not adapting treatments is discrimination   05 Jun 2026

A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care has revealed that almost half of participating .... more>>

Solmar Hotels and Resorts offers Temazcal ceremony for Global Wellness Day
Solmar Hotels and Resorts offers Temazcal ceremony for Global Wellness Day   05 Jun 2026

Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of Global Wellness Day, including a Temazcal ceremony at .... more>>

Warner Bros Discovery collaborates on upcoming Pompeii attraction
Warner Bros Discovery collaborates on upcoming Pompeii attraction   05 Jun 2026

A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous .... more>>

Nuffield Health says it will appeal after losing at employment tribunal
Nuffield Health says it will appeal after losing at employment tribunal   05 Jun 2026

Nuffield Health has told HCM that it takes its responsibilities towards its colleagues seriously and is committed to meeting all legal .... more>>

Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi
Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi   05 Jun 2026

Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, .... more>>

Company profile


Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell stories, create emotion and give your audience an experience that they will always remember.

View full profile>>

Catalogue gallery


Featured Supplier

Endospheres' new protocols are designed to meet real client needs

Endospheres' new protocols are designed to meet real client needs

Spa professionals see it every day: clients are arriving with more complex expectations. More>>




in this issue

• Virgin gets right to wipe out rent arrears
• Fitness industry mourns passing of Jan Spaticchia
• STA offers mindfulness resources



Latest jobs

Jobs Search



Membership Advisor
Salary: Competitive salary plus commission & benefits
Location: Market Rasen
Company: Everyone Active
Customer Service Advisor
Salary: Competitive
Location: Market Rasen
Company: Everyone Active
GP Exercise Referral Instructor
Salary: £33,000pa + benefits
Location: Harrow
Company: Everyone Active
Diary dates
Powered by leisurediary.com

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland







Published by Leisure Media Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd