DWA Plans Holiday Stores

DreamWorks Animation will make its first official foray into the retail space with the launch of DreamPlace this holiday season.

DreamPlace will combine the latest technology with storytelling from the creative minds at DreamWorks to reimagine one of the signature moments of childhood– meeting Santa Claus. The 2,000-square-foot holiday retail experience will debut in seven locations across the U.S. owned by both General Growth Properties and Forest City Enterprises including New York, Los Angeles, Chicago, Dallas, Atlanta and Las Vegas.

Tapping into DreamWorks’ stable of artists, storytellers and innovators, DreamPlace will enable children to experience the full narrative of a visit to the North Pole. Prior to their mall visit, families can make appointments by app, negating the familiar long lines for Santa. Once there kids will be taken on an immersive journey with Shrek and his friends to the North Pole.

“DreamPlace turns the traditional mall holiday visit on its head with an immersive, interactive approach that draws on our signature brand of technology, storytelling and of course, humor,” says Michael Francis, chief global brand officer, DreamWorks Animation. "We are continually looking for new ways to bring our characters to life and DreamPlace will deliver an unparalleled experience which fans will absolutely love.”

DreamPlace will debut this holiday season at the following GGP and Forest City locations: Glendale Galleria in Los Angeles, Calif.; The Parks at Arlington in Arlington, Texas; Fashion Show in Las Vegas, Nev.; North Point Mall in Atlanta, Ga.; Oakbrook Center in Chicago, Ill.; Victoria Gardens in Rancho Cucamonga, Calif.; and Westchester's Ridge Hill in Yonkers, N.Y.