Consumer Products

Universal, Feld develop Trolls interactive attraction

Feld and Universal Brand Development's 12,000-square-foot walk-through experience will kick off in New York this fall before heading to additional US cities.
May 1, 2018

Florida’s Feld Entertainment has teamed up with Universal Brand Development to launch an interactive, location-based initiative entitled DreamWorks Trolls: The Experience.

Based on DreamWorks Animation’s 2016 musical film, the Trolls experience is a 90-minute, 12,000-square-foot walk-through featuring tacticle stations and shareable social media areas. It includes Poppy’s Party Room, which uses music, augmented reality and 3D technology; a Hair-We-Go Salon with magical mirrors and sequined walls; Troll Village dotted with flora and fauna; and a life-size Caterbus (caterpillar-shaped bus). The attraction will kick off in New York this fall before touring other US cities.

The Troll experience will be the first in a multi-property relationship between Universal Brand Development and Feld, as the companies will develop and create other large-scale and mobile pop-up immersive attractions going forward. Feld is behind Disney on Ice, Disney Live!, Sesame Street Live! and more live experiences that are available in 75 countries.

DreamWorks Trolls: The Beat Goes On! recently premiered on Netflix as an all-new original series extension to the feature film, which grossed nearly US$350 million globally, according to Box Office Mojo.

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Alexandra Whyte is Kidscreen's News & Social Media Editor. Contact her at


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