Universal expands Shrek retail activity across EMEA

With less than a year to go until Shrek 5 arrives in cinemas in summer 2027, Universal is expanding retail and partner activity for the franchise across EMEA.

The next wave of activity will roll out during the 2026 festive retail period, with locally relevant retail campaigns, fan experiences, events and partnerships. In the UK and Ireland, activity will include campaigns with Asda, The Entertainer and The Works. Across Europe, activations include San Diego Comic-Con Málaga, a 25th anniversary theatrical re-release of Shrek in Italy and Shrek The Musical in Paris.

The initiatives build on the franchise’s multi-generational appeal. In 2025, audiences streamed 368 million hours of Shrek content, while recent consumer research ranked Shrek as the No. 1 property for fanship among 18–34-year-olds across 75 properties tested.

Shrek 5 will reunite Mike Myers, Eddie Murphy and Cameron Diaz as Shrek, Donkey and Fiona, alongside Zendaya. The film will be supported by a cross-company Symphony campaign spanning film, television, streaming, consumer products, theme parks and digital experiences.

Universal is also looking beyond Shrek 5, with Donkey set to star in his first spin-off movie in 2028.

Source: https://toyworldmag.co.uk/universal-expands-shrek-retail-activity-across-emea/