Including the new feature film, "Shrek 5", scheduled for release in December 2026

Extensive New Toy Lines to Celebrate the Entire Shrek Universe, Rolling Out Through 2025 and Beyond

PHILADELPHIA, PA – Just Play, a leading global toy company, announced today a global master toy licensing agreement with Universal Products & Experiences for DreamWorks Animation’s beloved global animated Shrek franchise. Under the multi-year deal, Just Play will develop an expansive product line, spanning plush, collectibles, figures, role-play, games and more. A few items will be seeded in the marketplace later in 2025 with the full product roll-out planned for late 2026.

Since its debut in 2001, the four Shrek franchise films have earned more than $2.9 billion worldwide, spawning a global live-touring show, an award-winning Broadway musical that earned eight Tony nominations and 12 Drama Desk nominations, plus an immersive, top-tourist destination in London and a popular events and attractions across Universal Studios Parks worldwide. Now, the first new Shrek film in 15 years, Shrek 5, arrives in theaters December 23, 2026.

The franchise and characters are beloved around the world – delighting fans with its irreverent humor, authentic heart, and unforgettable story moments. Building on this legacy, Just Play’s product line will celebrate the entire Shrek universe, including the upcoming film.

“We’re incredibly excited to expand our partnership with Universal Products & Experiences,” said Jess Richardson, Senior Vice President of Global Licensing and New Business Development at Just Play. “Shrek is a cultural icon with timeless appeal, and it’s a true privilege to introduce a new generation to the land of Far, Far Away with an innovative product line that will celebrate everything fans love about the franchise.”

“Shrek continues to bring laughter and joy to fans of all ages, building a wildly passionate following across generations,” said Rafael Macias, Global CPG Commercial Officer, Universal Products & Experiences. "We’ve worked closely with Just Play to create playful, imaginative products that honor its legacy - inviting everyone to reconnect and fall in love with these special characters all over again.”

About Just Play, LLC

Just Play is a passionate toy company and global leader across a broad range of children's consumer goods including figures, playsets, dolls, plush, role-play and dress-up. They create unique and innovative proprietary lines, as well as award-winning products based on popular children's entertainment brands with best-in-class licensing partners. Just Play was founded by two toy industry veterans, Charlie Emby and Geoffrey Greenberg, in 2010 and is a top toy manufacturer, according to Circana. To learn more about Just Play's products, please visit JustPlayProducts.com or follow the company on Instagram (@JustPlayProducts) or Facebook/JustPlay.

About UNIVERSAL PRODUCTS & EXPERIENCES

Universal Products & Experiences (UP&E) globally drives the expansion and elevation of NBCUniversal’s iconic collection of brands, intellectual properties, characters, and stories based on the company’s extensive portfolio of properties created by Universal Pictures, Illumination, DreamWorks Animation and NBCUniversal Television and Streaming. The division executes this through innovative physical and digital products, as well as engaging retail and product experiences across our expansive global theme park destinations (for both owned and third-party IP), location-based venues, e-commerce product platforms, and retailers around the world. Along with global brand strategy and creative, UP&E’s lines of business include Consumer Products and Games, along with Theme Parks Products & Retail. UP&E is a division of Universal Destinations & Experiences, part of NBCUniversal, a subsidiary of Comcast Corporation. More information is available at universalproductsexperiences.com.