May 1, 2018 – Feld Entertainment Inc. and Universal Brand Development announce the collaborative launch of DreamWorks Trolls The Experience, a visually stunning, interactive adventure that brings to life the colorful and musical world of DreamWorks Trolls. Working closely with the filmmakers to bring the world of Trolls to life, the inaugural location-based entertainment collaboration between these two industry leaders will premiere at the GGP owned space this fall in New York City at 218 West 57th Street, between Broadway and 7th Ave before touring other cities across the U.S. Tickets will go on sale July 2018.
This venture into live location-based experiences is the beginning of a bold new partnership between Universal Brand Development, the driving force of premier intellectual properties, franchises, characters and stories, and Feld Entertainment, the global leader in live family entertainment. DreamWorks Trolls The Experience marks the first collaboration in an innovative multi-property relationship that will develop and create other large-scale and mobile pop-up immersive experiences.
Kids and families will be transported into the world of DreamWorks Trolls in a 90-minute walkthrough participatory adventure, featuring fun-filled, tactile experiences and shareable social media moments, inspired by the hugely popular film and franchise. DreamWorks Trolls, which premiered in theaters in 2016, opened at No. 1 in 28 international markets and has grown to become one of the largest global entertainment brands. Furthermore, DreamWorks Trolls is supported through a continuous stream of new content dropping on DreamWorksTV, the No. 1 major kids’ entertainment brand on YouTube, with viewership averaging one to two million daily views. In 2018, Poppy, Branch and all of Troll Village returned in the all-new Netflix original series, DreamWorks Trolls: The Beat Goes On! Picking up where the blockbuster film left off, the 2D animated television series is an exciting chapter in the Trolls’ hair-raising adventures, featuring a soundtrack full of brand new original music to keep the dance party raving.
Find your happy in the vibrant world of Trolls with this newly imagined 12,000-square-foot immersive experience, in the heart of New York City. The celebration of all things Trolls features the much-anticipated Poppy’s Party Room, which takes visitors on a musical journey with their favorite Troll friends via augmented reality and 3D technology. Fans can also visit the Hair-We-Go Salon and Barbershop, a magnificently designed space bedazzled with magical mirrors and sequined walls; travel through the flora and fauna of Troll Village; and play in a life-size Caterbus for all ages. This multi-sensory experience brings to life the Troll Tree in all its glittering glory and gives families the chance to view and collect their photos from throughout their visit and create a keepsake scrapbook to remember their “best day ever.”
“Building on our growing partnership with Universal Brand Development, we are always exploring new platforms for live family entertainment,” said Juliette Feld, Chief Operating Officer of Feld Entertainment. “This groundbreaking foray into immersive family experiences will be created at Feld Entertainment Studios, where the latest interactive technology will bring the irreverent humor and vibrant world of Trolls to life in a way fans have never seen, heard or felt before.”
“As we continue to create extensions for our IP through live, immersive experiences around the world, we are excited about our expanded collaboration with Feld Entertainment,” said Carol Nygren, Senior Vice President, Worldwide Live Entertainment, Universal Brand Development. “When DreamWorks Trolls premiered in theaters, the film captivated audiences worldwide, and, now, DreamWorks Trolls The Experience will deliver more of what fans love—transporting guests into the vibrant world of Trolls, bursting with color, music and happiness.”