Just Play has landed a global master licensing agreement with Universal Products & Experiences for DreamWorks Animation’s Shrek franchise, ahead of Shrek 5’s arrival next year.
With the multi-year agreement, Just Play will create an expansive product line, making space for products like plush, collectibles, figures, role-play, games, and more.
“We’re incredibly excited to expand our partnership with Universal Products & Experiences,” says 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.”
A few select items will be on the market later this year, with most items in stores in late 2026, in correlation with the upcoming film.
“Shrek continues to bring laughter and joy to fans of all ages, building a wildly passionate following across generations,” says 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.”
Since the first film’s release in 2001, the Shrek franchise has earned more than $2.9 billion worldwide, so this marks a large grab for Just Play. For more information, visit justplayproducts.com.
