It’s a good day to be a believer because Shrek has begun its rebirth. According to NBCUniversal honcho Steve Burke, Comcast, which acquired DreamWorks in April, has big plans for the future of the fairy-tale franchise — namely, they plan to give it a future. Illumination Entertainment, the studio behind Minions and other animated fare, will have control over relaunching the property, which hasn’t released a theatrical effort since 2011’s Puss in Boots. Illumination’s Chris Meledandri is leading the charge to “figure out how to resurrect Shrek,” says Burke, finally capitalizing on the preening optimism of 2010’s Shrek Forever After. Truth in advertising, at last. Additional details are scarce, but the day to start work on your 5hrek merch is nigh.