Beeline and DreamWorks Animation on a Quest to Bring “Shrek” Franchise to Smartphones

LOS ANGELES, CA — (MARKET WIRE) — 12/14/11 — Beelineâ„¢ Interactive, Inc., a leading developer and publisher of video games, and DreamWorks Animation SKG, Inc. (NASDAQ: DWA) today announced the development of Shrek®’s Fairytale Kingdom, a new freemium game for smartphones inspired by one of the most successful film franchises of all time.

The game, available in the first half of 2012, recreates Shrek’s adventures throughout the Kingdom and his encounters with Donkey, Dragon, Lord Farquaad and, of course, Fiona. The solitude-seeking Shrek is introduced long before he embarks on his fabled quest to save the Princess. Players are immersed in the world through mini-games and brief quests, and they can outfit Shrek’s beloved swamp with all manner of ogre-ly comforts, including slug-laden logs, mud baths and an outhouse guaranteed to make any ogre green-er with envy.

“We’re thrilled to be bringing the world of Shrek to smartphones in a way fans have never before experienced,” said Midori Yuasa, President and COO, Beeline Interactive, Inc. “By retelling the story in a way that allows players to build Shrek‘s world, we hope to create a strong emotional attachment with the characters and the films’ many touchpoints.”

“We’re extremely pleased to be working with Beeline Interactive on the world’s very first Shrek-based social game,” says Chris Hewish, Head of Global Interactive for DreamWorks Animation. “Fans of all ages will enjoy creating and personalizing their own fractured fairy tales in the world of Shrek as they interact with the lovable ogre in ways they never imagined.”

Once various fairytale creatures intrude upon Shrek’s quiet swamp, players will set out on a journey that will take them to Duloc, Dragon’s Keep and other familiar locations in the Shrek universe. At each location, players can decorate and customize the realm with structures and characters plucked right from the films. As players progress in the game Shrek’s journey will be chronicled in a digital storybook that players can read and enjoy again and again.

Shrek’s Fairytale Kingdom adds to Beeline’s growing library of freemium smartphone games which thus far include The Smurfs’® Village, Snoopy’s® Street Fair, Monster Pet Shopâ„¢ and Dream Parkâ„¢ to name but a few. Cumulative downloads for these titles exceed 40 million. The Smurfs’ Village has ranked as the number one top-grossing app in 79 countries and consistently ranks as a top-ten grossing app worldwide on Apple’s App store. All three games regularly maintain a user review rating of 4 1/2 stars or higher on the U.S. App Store.

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