Shrek Forever After Scores European Master Toy Deal

Vivid Imaginations has been tapped as multi-territory European master toy partner by DreamWorks Animations for the upcoming Shrek Forever After.

The toy line from Vivid will include regular and interactive plush, coupled with Playmates Toys, as well as figures, play sets and role-play accessories. The range will retail from £5.99 ($9.88) to £24.99 ($41.22). The toys will roll out at retail in early June to coincide with Shrek Forever After’s big screen premiere in mid-July 2010.

“Vivid has enjoyed huge toy success with Shrek in the past so we are delighted to be partnering with DreamWorks Animation again for Shrek Forever After,” says Emma Sherski, Vivid’s licensing and marketing director. “Awareness and affection for Shrek in Europe is remarkably high, and our focused and well-priced toy line will be a welcome boost for summer sales for our retailers.”

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