4Kids Entertainment has added to the licensing programme for Dinosaur King, bringing on board P&R.

The new deal will see a variety of product launching across Serbia, Bosnia and Herzegovina, Macedonia, Croatia and Slovenia.

Items will include stickers and albums, activity books, sweets, chips and fruit juices.

Initial distribution will tie in with the Dinosaur King TV series, which launches across the region in the autumn. It will be shown on Ultra, the territory's most popular Serbian language kids' TV channel, five days a week in Serbia, Bosnia and Herzegovina and Montenegro. Re-runs will be aired on local TV channels across other territories, while Dinosaur King is also available on the O.K cable channel in Croatia.

"Dinosaur King has proved successful wherever it has launched and this latest agreement is further evidence of the faith licensees have in the brand," said Sandra Vauthier-Cellier, MD of 4Kids.

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