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.