Managing Editor Abbe Bates had a great day out at the new Shrek’s Adventure attraction at County Hall in London recently. Billed as the world’s first immersive storytelling attraction, it has been created as part of a partnership between Merlin Entertainments and DreamWorks Animation, with original scripts, sets and animation made especially for it. Groups of 14 people at a time are taken around the attraction at timed intervals, and you are led through a serious of rooms to try and find Shrek the ogre by way of some brilliant character actors and effects. A 4D bus ride is one of the highlights, transporting you into an immersive cartoon world. There is much for children to enjoy and engage with on the 75-minute tour but adults are catered for too, with funny one-liners and tongue-in-cheek jokes. There are plenty of photo opportunities at the end of the journey, as you can see above, and I would highly recommend it as a different and exceptionally well put together experience when in London – it took over 400 people more than two years to achieve and there are five similar DreamWorks collaborations planned across the world over the next nine years. Groups of 10 or more get a 20% discount on entry.