Dreamworks Animation Announces Ogre-Whelming Promotional Partner and Licensee Support for 'Shrek Forever After'

GLENDALE, Calif., May 20 /PRNewswire-FirstCall/ -- DreamWorks Animation SKG, Inc. (Nasdaq: DWA) today announced a robust slate of promotional partners and licensees in support of the Company's upcoming feature film release, "Shrek Forever After," which comes to theaters tomorrow.

(Photo: http://www.newscom.com/cgi-bin/prnh/20100520/LA08759)

"We are thrilled that 'Shrek Forever After' is prominently featured in the campaigns of such a prestigious group of industry-leading brands, which span retail, licensing, technology, online, social networking and packaged goods," said Anne Globe, Head of Worldwide Marketing for DreamWorks Animation. "Our strategic partners have lent an unprecedented level of support to the final film in the Shrek series."

Among the "Shrek Forever After" promotional partners and licensees are:

Activision

Gamers team up with their friends in the ultimate Shrek video game to defeat the crafty Rumpelstiltskin and his army of witches, in an expanded look at events from the film. Up to four players simultaneously take on the role of Shrek, Fiona, Donkey and Puss In Boots in an effort to out-smart, out-fight and out-play the devious Rumpelstiltskin and his army of bad guys.

Ad Council/US Forest Service

Shrek is featured in TV, radio outdoor, and web banners in support of the Ad Council/US Forest Service's PSA campaign titled "Reconnecting Kids with Nature."

Blue Bunny

Blue Bunny's Shrek-shaped ice cream bar treats will be available on all mobile ice cream trucks throughout the summer.

ConAgra Foods

ConAgra Foods' Kid Cuisine consumers can win prizes themed to "Shrek Forever After" – including a grand prize trip to Universal Studios Hollywood to meet Shrek – if they find a green tray inside specially-marked Shrek-themed boxes. The program is supported with TV spots, digital banner ads and an online presence.

General Mills

A number of General Mills brands, including cereal (with in-pack premiums), fruit snacks, Go-Gurt, Green Giant, Betty Crocker and Bisquick, are featured in the "Shrek Forever After" program at retailers nationwide. The program is supported with TV spots and a national FSI.

Hallmark

Hallmark, the world's largest producer of social expression stationery, produced fun-filled party goods, as well as humorous and innovative greeting cards based on "Shrek Forever After."

Hasbro Games

The toy giant Hasbro offers a line of classic Shrek games and puzzles, including the hugely successful Shrek Operation game.

Hostess®

Four of Hostess' iconic products, including 100 calorie packs and limited edition "Ogre Green" filled Twinkies®, feature custom Shrek-themed packaging. The program also includes in-store displays, online banner ads, an email blast and a microsite online. Consumers can play a daily online game for a chance to win a Flip MinoHD™ video camera and enter into the sweepstakes for the chance to win a grand prize of a "Happily Ever After Vacation" valued up to $10,000.

Hewlett-Packard

Hewlett-Packard launched a "Keep Forever Green" campaign that promotes environmentally friendly products, which launched on Earth Day on Amazon.com with additional placement throughout the month. Events and in-store Shrek Experiences were created at Nebraska Furniture Mart locations and with POP/FSI support at Ultimate Electronics. Printable downloads are available online via HP Creative Studio, HP Direct and through email blasts.

Langers

Five skus of different Langers juices will feature Shrek on-pack plus a chance to get a free "Shrek Forever After" Video Game for Nintendo Wii and other Shrek-themed items.

McDonald's®

McDonald's launches a major global promotion in support of "Shrek Forever After." Focusing on the great taste and appeal of fruits and vegetables, McDonald's is encouraging kids to "Shrek Out" their Happy Meal® in more than 100 countries with menu options like fruits, vegetables, low-fat dairy and fruit juices. This new Shrek-themed promotion reflects McDonald's ongoing commitment to kids and families and making these foods fun for kids to eat. In North America, on May 18, 2010, McDonald's kicked off its All-Family Event, featuring Chicken McNuggets®, made with white meat, Shrek-themed glassware, a limited-edition Arch Card®, digital rewards and a Happy Meal promotion featuring Shrek-themed Apple Dippers, low-fat Milk and Shrek character talking toys and watches.

OPI

The maker of premium nail polish offers six limited-edition Shrek-themed nail lacquers – among their first-ever entertainment promotions – as part of their new Brights Collection. OPI supports the program with print ads in top fashion, beauty and entertainment outlets and POS displays in nail salons, at beauty supply stores and online.

Penguin

Penguin offers a variety of storybooks based on "Shrek Forever After."

Playmates

Playmates, the master toy partner on "Shrek Forever After," offers a full array of toys ranging from figures, plush, dolls and role play toys.

Rubies Costumes

Rubies Costumes continues to bring the fun of Shrek to life with Halloween costumes for children and adults alike.

Sanders Art Studio

The DreamWorks Fine Art Program offers consumers high-end collectible art with classic images from the Shrek film series.

Vidalia®

In a first-of-its-kind entertainment promotion, the Vidalia Onion Committee promotes the original sweet onion in conjunction with the release of "Shrek Forever After." The program includes extensive produce aisle consumer materials, an in-store radio drive, an online consumer contest, and a national print and radio campaign. The "Shrek Forever After, Vidalias Forever Sweet" Ogres & Onions campaign also features Shrek-tacular, kid-friendly Vidalia recipes and in-school messaging promoting healthy eating with Vidalia onions.

Visa Signature

A special Two for the Price of one ticket offer to see "Shrek Forever After" is available through Fandango.com for Visa Signature Cardholders. The program was promoted via on-line banner ads and radio.

Vtech

Vtech continues to feature Shrek in new key hardware systems and will launch the character Shrek on the MobiGo & FLiP platforms.

For more information, please visit www.dreamworksanimation.com/shrek

About Shrek Forever After

After challenging an evil dragon, rescuing a beautiful princess and saving your in-laws' kingdom, what's an ogre to do? Well, if you're Shrek, you suddenly wind up a domesticated family man. Instead of scaring villagers away like he used to, a reluctant Shrek now agrees to autograph pitch forks. What's happened to this ogre's roar? Longing for the days when he felt like a "real ogre," Shrek is duped into signing a pact with the smooth-talking dealmaker, Rumpelstiltskin. Shrek suddenly finds himself in a twisted, alternate version of Far Far Away, where ogres are hunted, Rumpelstiltskin is king and Shrek and Fiona have never met. Now, it's up to Shrek to undo all he's done in the hopes of saving his friends, restoring his world and reclaiming his one True Love.

About DreamWorks Animation SKG

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for two consecutive years. In 2010, DreamWorks Animation ranks #6 on the list. All of DreamWorks Animation's feature films are now being produced in 3D. The Company has theatrically released a total of 19 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon. DreamWorks Animation's upcoming feature film releases for 2010 are Shrek Forever After and Megamind.

Caution Concerning Forward-Looking Statements

This document includes certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The Company's plans, prospects, strategies, proposals and our beliefs and expectations concerning performance of our current and future releases and anticipated talent, directors and storyline for our upcoming films and other projects, constitute forward-looking statements. These statements are based on current expectations, estimates, forecasts and projections about the industry in which we operate and management's beliefs and assumptions. These statements are not guarantees of future performance and involve risks, uncertainties and assumptions which are difficult to predict. Actual results may vary materially from those expressed or implied by the statements herein due to changes in economic, business, competitive, technological and/or regulatory factors, and other risks and uncertainties affecting the operation of the business of DreamWorks Animation SKG, Inc. These risks and uncertainties include: audience acceptance of our films, our dependence on the success of a limited number of releases each year, the increasing cost of producing and marketing feature films, piracy of motion pictures, the effect of rapid technological change or alternative forms of entertainment and our need to protect our proprietary technology and enhance or develop new technology. In addition, due to the uncertainties and risks involved in the development and production of animated feature projects, the release dates for the projects described in this document may be delayed. For a further list and description of such risks and uncertainties, see the reports filed by us with the Securities and Exchange Commission, including our most recent annual report on Form 10-K and our most recent quarterly reports on Form 10-Q. DreamWorks Animation is under no obligation to, and expressly disclaims any obligation to, update or alter its forward-looking statements, whether as a result of new information, future events, changes in assumptions or otherwise.

SOURCE DreamWorks Animation SKG, Inc.