DreamWorks Animation (Glendale, Calif.) has named Paul Kurzawa to the newly created position of head of retail development & entertainment as it seeks to diversify from films to theme parks, television and especially consumer products.
Kurzawa had previously served as chief operating officer for Caruso Affiliated LLC (Newport Beach, Calif.), one of the largest, privately held real estate companies in the U.S., where he oversaw all aspects of the company’s diverse portfolio, including The Grove in Los Angeles.
At DreamWorks, Kurzawa will be responsible for the company’s worldwide retail brand development and integration initiatives, to leverage the strength of its brand equity around the globe.
The company said Kurzawa and his team will be tasked with exploring distinctive integration opportunities for the animation movie producer’s growing branded family entertainment portfolio with top retail destinations and developments throughout the world.
Those properties include Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon and Puss in Boots.
“As soon as we made the decision to expand our brand into the retail space, there was no doubt in my mind that we needed Paul Kurzawa,” said ceo Jeffrey Katzenberg. “Caruso Affiliated has successfully redefined the shopping experience in the United States, and Paul, the protege of its founder Rick Caruso, will now lead our efforts to take the powerful DreamWorks brand and do the same thing for families across the world.”
“I am thrilled to lead the team who will draw upon the rich brand equity of DreamWorks Animation to create the most distinctive shopping destinations in the world,” Kurzawa said. “When you create unique shopping experiences, people develop an emotional attachment that keeps them coming back with their friends and loved ones. For years, shopping center owners and developers have struggled with how to differentiate their properties and keep them relevant, and I have no doubt that DreamWorks Animation’s incredible portfolio will bring that magic to these unique shopping destinations.”
Given the uneven success of its summer releases so far, Katzenberg used a conference call with analysts to underscore the work the company is doing to diversify away from movies. He discussed new theme park deals with companies like SeaWorld; growth at its newly acquired YouTube channel, Awesomeness TV; expansion in original television programming, including the hiring of two senior Nickelodeon executives; and plans for a more robust toy and merchandise business. He said consumer products would soon start to become “an ongoing business as opposed to one that is simply event-driven.” The studio has hired 35 people in its toy and merchandise unit since January 1.