José Ignacio Gafo Gómez-Zamalloa

Shrek and its Prime Minister Dreamworks have done a good work in the last years.

They have managed to expand amazingly its Kingdom and have been able to make of it a multinational and multicultural one.

Some would have limited its Land to the Movie Area, getting their revenues first through the box got at Cinemas, then through renting the movie at Blockbusters, and finally through selling the Shrek´s DVD everywhere.

But Shrek and Dreamworks are smart and ambitious people and have gone much further! Actually, the Movie itself (we currently have the third launch) is a good excuse for relaunching the Shrek Brand and its domains. Thus they have gone much further and have entered successfully in the LICENSING AREA, where they actually get most of the revenues.

Licensing consists mainly of reaching an agreement with a third party, that will pay a huge amount of money for the brand royalty. In this case for being able to use Shrek´s brand and everything related to the new movie.

Just to mention some licensing agreements done with Shrek:

 Videogame Industry: Activision has launched the console game for X-Box, Playstation and Wii.

 Toy Industry: Just go the Toys R Us website to get an idea of the incredible amount of Shrek toys available.

 Food Industry:
i. Cola-Cao. The chocolate producer is running a promotion by which if you purchase a Cola-Cao of 3 kg. you get for free a Shrek cup.

ii. Kinder: They are giving for free Shrek toys with their chocolate eggs.

 Fast food Industry: Mac Donalds. You can find Skrek promotions in many countries right now. Go for instance to Mac Donalds´ web sites in Spain, UK and USA.

Add to this that they are relaunching the sales of old Shrek movies (you will special see promotions with the old movies everywhere), and you will realize how powerful the Kingdom of Shrek has become.

Comments and other experiences are very welcome.

Best.

Ignacio Gafo

Posted on 24 June 2007 in International Marketing, Branding

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