Feld Entertainment teams with Universal for new partnership in live family entertainment.
Feld Entertainment has teamed with Universal Brand Development to create a new live family experience based on DreamWorks Trolls.
The interactive experience – entitled Trolls The Experience – will premiere in New York in the autumn, before touring other cities across the US.
The venture into live location-based experiences marks the beginning of a new partnership between UBD and Feld Entertainment. The multi-property relationship will also see the launch of other large-scale and mobile pop-up immersive experiences.
The Trolls Experience will be a 90-minute walkthrough adventure featuring augmented reality and 3D technology. Fans will be able to visit the Hair-We-Go salon and barbershop, the Troll Village and a lifesize Caterbus.
“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 at 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.”
Carol Nygren, svp worldwide live entertainment at Universal Brand Development, added: “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.”
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