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exploratory forms of play patterns.


She states: “The brand and


the movie blend elements of the education with the excitement of the journey of the character Patchi. It’s a rights of passage, mixed with discovery.”


Whatever side of the fence


you stand, it’s no secret that the market teems with a vast range of dinosaur products for all ages, and with numerous learning products bringing about the appeal for parents of pre- schoolers, claims Nick Barrington, producer at Nurture Rights. “We’ve been debating why


a three year old can say ’diplodocus’, when they can barely say their own name,” he tells ToyNews. “Our literacy expert


believes because the words feel nice on the lips, and the sense of achievement in saying them, that even the words are exciting. Everything about dinosaurs is exciting.” Having recently signed with the Natural History Museum to develop an interactive dinosaur exhibition based on the popular title Dinosaur Roar, Barrington is now targeting this popular pre- school market with an educational brand. And while for companies


like Everything Dinosaur, Nurture Rights and the Natural History Museum, the onus may be on the educational value of products, it’s not to say that the benefits of the character-driven ranges are being overlooked. “As far as the Museum


goes, the more we can get children interested in dinosaurs and the natural world, the better,” says The Natural History Museum’s


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Sometimes reality itself can be more engaging than an imagined world. Zuzi Wojciechowska,


The Natural History Museum


licensing manager, Zuzi Wojciechowska. And elevating the strength of dinosaur-based toys from ’popular’ to ’the new craze’ is something that The In Thing’s Kieran Murphy believes requires an injection of imagination. “Dinosaur characters


will always be strong,” Murphy explains. “But it does take a new story line or character branding, to make it fresh and produce a solid new toy craze.” But as well as fictional storylines, sometimes nature itself provides the most exciting developments. “A new dinosaur is named and described every 20 to 30 days or so,” gushes Walley. “And with so many new


discoveries, eventually they work out in to the toy ranges.” And Wojciechowska adds: “Sometimes reality itself can be more engaging than an imagined world.”


But isn’t most of what we


believe about dinosaurs derived from imagination? Doesn’t the world of dinosaurs offer the chance to mix imagination and education? BBC Worldwide’s


head of


merchandising, Clare Piggott certainly thinks so, and believes that the Walking with Dinosaurs Moviebrand does just that. “Scientists have helped to


inform on the new dinosaurs we are showing children,” Piggott tells ToyNews. “So for me it’s the


perfect blend of education with entertainment and an amazing theatrical experience.” As the film readies for


release on December 20th, Piggott believes the brand’s partnership with Vivid for toys offers children


And this is something most in the dinosaur market agree: that the popularity derives simply from children enjoying exploring reality with their imagination. “Children are fascinated with themes that let them build on something familiar, taking the adventure to new levels with their own creative touches,” Imaginext’s director of customer marketing Wendy Hill tells ToyNews. “Dinosaurs continue to be one of the most popular themes to capture their imagination.”


GLEE-HISTORIC ERA So what have the various market leading suppliers of prehistoric creatures got in store for dinosaur fans across the globe this year and next?


“The Imaginext Dinosaurs


are no ordinary dinosaurs,” continues Hill, “The new Mega Apatosaurus introduced this A/W takes the Imaginext Dino Tech line-up to a whole new level with motorised action, sound effects and armoured transformation.” Targeting boys, the Imaginext brand brings the worlds of medieval castles, space and superheroes together under one roof, all lead by the brand’s futuristic take on Dinosaurs. “The Imaginext Dinosaur


offering performs well within the Imaginext range,” continues Hill. “The Mega Apatosaurus is


a key TV driver pre-Christmas and will continue to be the focus into next year.” And Imaginext is not the


only one embracing the sci- fi worlds that dinosaurs can so readily inhabit, as The In Thing prepares to launch the second series of its top selling


Predasaurus range in the New Year.


“The second series, Insect Invasion, will be launching in January 2014,” Murphy explains.


DINOSAURS “And it will bring even


more exciting characters and twists to how the DNA Fusion story line left off with fans.


“Dinosaur characters will


always be strong but it takes a new story to make it fresh. This will be clear to see the second you pick [a series two Predasaur] up, we are very excited.” Other toy firms are


embracing the more mysterious qualities of the dinosaurs when it comes to creating products based on the prehistoric era. “They are the perfect combination of a creature that appears to be fantastic and magical, and yet they actually walked the earth,” says Grossman. “Our Megasaurs are


extremely true to the original dinosaurs rather than an animated or cartoon stylised range.


“In the run up to Christmas


we have lots of gift packs and six brand new Megasaurs. “Lots of older children


like the accuracy and the detail and I am very proud of this range.” Grossman’s dedication to a ‘true to life’ range even goes as far as influencing the promotional activity, offering retailers life-sized animated Megasaurs that roar and move. “They are a great point of


sale,” he adds. “Some retailers even invite


schools in to look at them.” The world of dinosaurs will


always be synonymous with science, education and imagination, qualities that not only make them ideal for school aged children, but pre-schoolers as well. As Dinosaur Trainbrand


manager, Cokell suggests: “Kids have vivid imaginations and these safer monsters become their imaginary friends who live in a make believe world where kids can face their fears head on.” And here, in 2013, there doesn’t look to be any meteor showers looming ominously overhead, threatening the success of the sector. In fact, with a Walking With Dinosaurs Movieon the horizon, and new Jurassic Park movie Jurassic World landing in 2015, retail extinction will have to wait.


November 27


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