“The new film is about as big as it gets for the franchise”

With Jurassic World Dominion heading to cinemas next summer, Universal Brand Development has been hard at work for the past two years laying the ground work for the return of the ‘definitive dinosaur brand’.

The company created new products, retail programmes, games and digital content, plus new seasons of the popular Jurassic World: Camp Cretaceous animated series.

“The new film is about as big as it gets for the franchise which continues to deliver after almost three decades,” says Paul Bufton, vp of EMEA at NBCUniversal Brand Development. “Even in non-movie years, Jurassic World has proved its dominance with record ratings on Netflix and exponential double-digit growth in the toy category across EMEA.

“The gates are open for business and consumers are lining up for a piece of the action that only this powerhouse brand can provide.”

The tentpole release will top a prolific period for Jurassic World, highlighted by a continuous content pipeline that includes the popular animated series Jurassic World: Camp Cretaceous from Universal Pictures, Amblin Entertainment and DreamWorks Animation.

A top Netflix show for kids, season four is set to launch globally on 3rd December 2021 keeping fans engaged during the holiday season and into the New Year.

A raft of best-in-class licensing partners – lead by Mattel and LEGO – as well as new gaming experiences including Jurassic World Aftermath and Jurassic World Aftermath 2 for Oculus by Coatsink, and the multi format Jurassic World Evolution 2 from Frontier Developments, offer immersive digital experiences that keep fans engaged on multiple platforms.

2021 has also marked a welcome return to physical in-store promotions with ‘Dino Days’ – a cross category in-store and online shopper campaign running throughout Q4 in the UK, Germany and France across multiple retailers including Smyths Toys, Carrefour and Amazon. The campaign includes promotional videos on YouTube, targeted Facebook advertising, competitions and influencer outreach supporting new toy lines from Mattel and LEGO. Tesco has also recently leveraged the popularity of Jurassic World to drive its commitment to sustainability with a collection of children’s apparel made from 100% recycled cotton and sequins.

The range, which was positioned in premium aisle space in 275 UK stores, was supported by social media posts on Tesco’s official accounts.

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