Shrek merchandise spells cash for DreamWorks

DreamWorks Studio is seeing green with “Shrek 2,” a big green money machine that is.

Shrek 2

Shrek 2

The product marketing push is the largest in the studio’s 10-year history. DreamWorks has licensed about 80 companies to make Shrek items from watches to skateboards, bed sheets to backpacks, and toothpaste to computer games. Promotional partners include PepsiCo’s Frito-Lay unit, which is offering its Cheetos snack in a version that turns tongues green. Hewlett-Packard Co is selling Shrek computer products, M & M’s are being packaged in super-Shrek size and fast-food chain Burger King has Shrek collectibles. Even the United States Postal Service is getting into the act, with Shrek and Donkey promoting premium products like Express Mail and Return Receipts.

“Where are the Shrek shoes?” asked my four-year-old son when we went to purchase new sneakers last week.

Believe it or not, the poor kid had to settle for another green hero, the Teenage Mutant Ninja Turtles.

Originally published in South Coast Beacon on May 27, 2004.

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