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DreamWorks Animation Introduces DreamPlace

Interactive Santa adventure embodies DreamWorks' distinctive blend of world-class technology and storytelling for a next-generation holiday experience.

GLENDALE, CA -- It's a little known fact that Shrek, the curmudgeonly ogre best known for fiercely protecting his swamp, actually dedicates his Christmas vacation to helping families find Santa -- but this year the secret is out. DreamWorks Animation, the global family entertainment brand best known for award-winning storytelling and industry-leading innovation, makes its official foray into the retail space with the launch of DreamPlace. A state-of-the-art reimagining of the holiday retail experience, DreamPlace is a 2,000-square-foot holiday cottage and combines the latest technology with magical storytelling from creative minds behind such hit franchises as Shrek, Madagascar and How to Train Your Dragon.  DreamPlace reimagines one of the signature moments of childhood -- meeting Santa Claus. This unique and interactive experience is set to debut in a total of seven locations nationwide owned by both General Growth Properties and Forest City Enterprises.

Tapping into DreamWorks Animation's stable of world-renowned artists, storytellers and innovators, DreamPlace enables children to experience the full narrative of an unforgettable visit to the North Pole, infusing the studio's trademark storytelling and humor into one of the greatest legends of all time. Prior to their mall visit, families can make appointments by app, negating the familiar long lines for Santa before embarking on an unforgettable adventure, which includes an immersive, eye-popping journey with Shrek and his friends as they guide children and families to the North Pole. DreamPlace is set to debut this holiday season in major markets nationwide, including 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, humor," 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."

"An experience with Santa at local shopping malls has been a long-standing tradition for many families. Thanks to DreamWorks and Santa Claus, this year we're taking our youngest guests on an adventure to the North Pole. After the adventure, children will have more than just the traditional picture with Santa; they'll have a story to tell for the rest of their lives. It's the ultimate experience," said Melinda Holland, SVP Business Development, GGP.

"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," said David LaRue, Forest City president and CEO. "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 will open at Ridge Hill and Victoria Gardens. We are also honored that Ridge Hill was chosen to be the only center in the Northeast this holiday season to offer this outstanding family entertainment."

DreamPlace will debut this holiday season at the following GGP and Forest City locations:

GGP

  • Glendale Galleria - Glendale (Los Angeles), CA
  • The Parks at Arlington - Arlington (Dallas/Fort Worth), TX
  • Fashion Show - Las Vegas, NV
  • North Point Mall - Alpharetta (Atlanta), GA
  • Oakbrook Center - Oak Brook (Chicago), IL

Forest City Enterprises

  • Victoria Gardens - Rancho Cucamonga, CA
  • Westchester's Ridge Hill - Yonkers, NY

Source: DreamWorks Animation