The new DreamWorks Animation is due to be released in mid-July next year and welcomes back all the usual characters along with a few new additions.
The Vivid toy line will comprise a full range of regular and interactive plush coupled with Playmates Toys, to include figures, play-sets and role play accessories.
Price points will range from £5.99 to £29.99 and will feature in a TV commercial scheduled to air late-June with the hero product: Wise-cracking Shrek at the fore.
DreamWorks Animation will support the movie with advertising and promotional campaigns, coupled with a strong line of licensees. Product will appear at retail from early June and the DVD release is scheduled for the fourth quarter 2010.
Emma Sherski, Vivid's licensing and marketing director commented: "Vivid has enjoyed huge toy success with Shrek in the past so we are delighted to be partnering with DreamWorks Animation again for Shrek Forever After.
"Awareness and affection for Shrek in Europe is remarkably high, and our focused and well-priced toy line will be a welcome boost for summer sales for our retail partners.”
To date, the first three movies have made over $2 billion worldwide and when Shrek The Third opened it set a new record for the biggest animated movie opening of all time.