Themepark company Merlin Entertainments and animation studio DreamWorks have announced the launch of a new "Shrek's Far Far Away Adventure" attraction.
Based on the animated films, the attraction will join Merlin's five other brands - Legoland, Madame Tussaunds, Sea Life, The Dungeons, and The Eye.
Shrek's universe is the most successful animated franchise of all time, says Merlin, having generated over $3.5bn in box office revenue.
It's the first venture of its kind for DreamWorks, the studio behind the Kung Fu Panda and How to Train Your Dragon features.
Planned to open on the South Bank in 2015, the first attraction will be joined by five others within the next nine years.
Nick Varney, chief executive of Merlin Entertainments, says that Merlin is "delighted that we are going to add Shrek’s Far Far Away Adventure to our portfolio of iconic international entertainment brands."
Merlin now operates 100 attractions in 22 countries.