In 2007, he was featured in an advertising campaign for Australian telecommunications company Telstra's Next G network, appeared in the 50 Cent video "Follow My Lead" as a psychiatrist, and played the title character in the family film "Mr. Magorium's Wonder Emporium". In 2008, although he was reluctant to perform in an animated feature film (Although he had previously performed voices in a version of "The Point!" and in an episode of "The Simpsons"), Hoffman had a prominent role as Shifu in the film "Kung Fu Panda", which was praised in part for his comedic chemistry with Jack Black (whom he tutored in acting for an important scene) and his character's poignantly complex relationship with the story's villain. He later won the Annie Award for Voice Acting in an Animated Feature for "Kung Fu Panda" and has continued into the role in the franchise's subsequent filmed productions outside of the franchise's . He next voiced Roscuro in "The Tale of Despereaux".