Ever since the opening of the Warner Bros Harry Potter Studio Tour, movie fans have been flocking to London in even greater numbers than previously, all keen to experience a little of the magic that goes into making their favourite films.
Now, however, the stakes are being raised further, with the announcement that a brand new Shrek-themed attraction is set to open in the capital in 2015.
This will be the first of six Shrek sites to open across the globe, with DreamWorks – the animation studio that created the films about the charismatic green ogre – working with Merlin to put together what is sure to be a truly unforgettable visitor experience.
In a joint statement, the two companies said: "The 20,000-square-foot experience will be based on a brand-new adventure being written by the DreamWorks team.
"It will feature a Shrek interactive walkthrough adventure, a character courtyard where visitors will be able to meet Shrek and his swamp friends, along with characters from [other DreamWorks films] Madagascar, Kung Fu Panda and How to Train Your Dragon."
The attraction is set to be hosted by several popular London attractions on the South Bank, including the London Dungeon, the London Sea Life Aquarium and County Hall.
A further five Shrek attractions will then be built in various destinations around the world over the following eight years, although London's will be the first – and arguably the best.
Expressing his excitement at the project, DreamWorks Animation CEO Jeffrey Katzenberg commented: "This attraction is going to be unlike anything that currently exists and will undoubtedly become a new type of destination for families."
So, if you're a fan of the swamp-dwelling hero – played by Mike Myers in the films – and his friends Donkey, Princess Fiona, Puss in Boots and co, then taking a trip to London once this incredible attraction opens next year could well be the perfect thing for you.