A Global Master Toy Partnership has been announced, rolling out through 2025 and beyond, to celebrate the entire Shrek universe including new feature film, Shrek 5.
Just Play has announced a global master toy licensing agreement with Universal Products & Experiences for DreamWorks Animation’s beloved global animated Shrek franchise. Under the multi-year deal, Just Play will develop an expansive product line, spanning plush, collectibles, figures, role-play, games and more. A few items will be seeded in the marketplace later in 2025 with the full product roll-out planned for late 2026.
Since its debut in 2001, the four Shrek franchise films have earned more than $2.9b worldwide, spawning a global live-touring show; an award-winning Broadway musical that earned eight Tony nominations and 12 Drama Desk nominations; an immersive, top-tourist destination in London and popular events and attractions across Universal Studios Parks worldwide. The first new Shrek film in 15 years, Shrek 5, is slated to arrive in cinemas in December, 2026.
The franchise and characters are beloved around the world – delighting fans with irreverent humour, authentic heart and unforgettable story moments. Building on this legacy, Just Play’s product line will celebrate the entire Shrek universe, including the upcoming film.
“We’re incredibly excited to expand our partnership with Universal Products & Experiences,” said Jess Richardson, senior vice president of Global Licensing and New Business Development at Just Play. “Shrek is a cultural icon with timeless appeal, and it’s a true privilege to introduce a new generation to the land of Far, Far Away with an innovative product line that will celebrate everything fans love about the franchise.”
“Shrek continues to bring laughter and joy to fans of all ages, building a wildly passionate following across generations,” said Rafael Macias, global CPG Commercial Officer, Universal Products & Experiences. “We’ve worked closely with Just Play to create playful, imaginative products that honour its legacy – inviting everyone to reconnect and fall in love with these special characters all over again.”
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