Rekindling fan magic; what brands can learn from the Shrek legacy

On what will mark 16 years since the last film's release, it was announced earlier this year that the stage is set for Shrek to make a triumphant return to the silver screen in 2026.

When Shrek first hit cinema theatres in 2001 it was an instant hit, offering a unique blend of humour, heart and a satirical take on classic fairy tales. This combination resonated with audiences of all ages, making the film a cultural phenomenon. The beloved characters of Shrek, Fiona, Donkey and Puss in Boots became icons in their own right, with their stories touching on themes of acceptance and friendship.

When Shrek first hit cinema theatres in 2001 it was an instant hit.

Over the course of three successful sequels, fans got to hitch a ride with each character’s expanding journey, building a long-lasting bond and affiliation with the evolving storyline. But, after the final film was released in 2010, the beloved films disappeared from our screens and the love story came to a grinding halt. 

Above: The first Shrek film was released in 2001, and the most recent in 2010. The new Shrek film is scheduled for release in 2026.

Now, over a decade-and-a-half later, Shrek and the gang will face a new adventure that no amount of dragon-fighting or sword-wielding can prepare them for. This time, the green ogre and irritable donkey duo face the mighty challenge of reigniting the passion of their loyal fans, attempting to capture the hearts of a new, very different generation. 

This is a challenge most brands face: how do you keep the magic alive as time goes on?

Coincidently, this is a challenge most brands face: how do you keep the magic alive as time goes on? To answer that question, those brands are having to go on an adventure of experimentation and creativity to find new ways to connect with their old brand loyalists and bring new fans on the journey. 

Yearning for the past is an opportunity for the future 

The time during which the first Shrek film was released is very different to today’s world. We’ve gone from excitement and optimism at the start of a new millennium to an era of division, uncertainty and digital acceleration. 

It’s no wonder that nostalgia has power over consumers. Whether you’re an Oasis fan scrambling for reunion tickets or an adult reminiscing over a McDonald’s Happy Meal following the launch of its recent 50th anniversary campaign, people long for the rose-coloured simplicity of the past. And brands can take advantage of this yearning to build positive associations and, in turn, sell products. 

Above: Nostalgia can be big business; McDonald's celebrates 50 years with a look back at times gone by. 

Despite the gap between films, Shrek fans still remember how they felt going to the cinema to watch the Fairy God Mother’s take on an 80s pop classic. This intangible emotional connection to a memory can be activated through new iterations of old favourites. After all, once a fan, always a fan. 

Brands that find ways to build this connection to the past - through bringing back old products, characters and creative ideas - can reignite old associations for customers that convert to purchase consideration once more. 

Build space to make believe 

But when attention is precious and consumers long for more meaningful moments to spend their time, physical space becomes an interesting way to keep the flame of fandoms alive. Shrek did this well with its immersive experiences where, for years, fans both old and new have been able to generate deeper connections with the characters, their experiences and the brand at large. 

Brands that find ways to build this connection to the past can reignite old associations for customers that convert to purchase consideration once more. 

Giving audiences a space to make believe and live alongside their heroes is a tried and tested formula for movie franchises to enhance fan engagement. Warner Bros wasted no opportunity to leverage its strongest IP; the Harry Potter series. From stage shows and rides, to the flagship Harry Potter store, which we at Household designed.