DreamWorks Animation is placing another bet in China.
The Glendale studio is partnering with one of Asia’s largest resort operators to bring its characters to Macao.
Dreamworks has signed a deal with Sands China, a subsidiary of the company that owns the Venetian and the Palazzo hotel-casinos in Las Vegas, to license its characters for a “DreamWorks Experience” at the Cotai Strip Resorts in Macao.
The deal will give resort patrons various opportunities to see and mingle with Po, Shrek, Alex the lion, Hiccup and other characters from DreamWorks Animation movies. The attractions will include shows and events, such as parades, themed areas and photo shoots with DreamWorks characters.
“All of us at DreamWorks Animation are excited to bring the DreamWorks Experience to this amazing integrated resort city,” Chief Executive Jeffrey Katzenberg said in a statement.
Edward Tracy, president and CEO of Sands China Ltd., said: “This innovative offering changes the landscape of family-friendly entertainment in Macao and is sure to be a big draw for guests of all ages.”
The agreement marks the latest push by DreamWorks Animation to expand its brand in China and leverage its characters in new ways. The company already has similar deals with Royal Caribbean Cruises and Gaylord Hotels in the U.S. and has signed agreements to license its characters for theme parks in New Jersey and Russia.
China is a big growth market for DreamWorks Animation, which last year became a partner in a joint venture with Chinese media companies to build an animation studio in Shanghai. DreamWorks also is helping to design a Broadway-style entertainment district in Shanghai where the new studio, Oriental DreamWorks, is based.