4Kids ramping up Dinosaur King programme

Five new licensees signed; season two to air on GMTV from November 1st.
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4Kids Entertainment is continuing to add partners to its Dinosaur King programme - revealing five new licensees, and also confirming an on-air date for season two of the TV show on GMTV.

Signature Publishing has joined HarperCollins as part of the UK publishing drive. The firm launched the first official Dinosaur King magazine in July, with early feedback from retailers proving positive.

In addition, Tomy - which distributes the TCG in the UK - has plans as part of its marketing strategy that range from targeted competitions in kids' press to covermounts to online and TV ads. Throughout the summer, two-for-one promotions and live demonstrations will be taking place at various stores.

A partnership has also been inked with Samuel Eden & Son to produce socks, slipper socks, sock gift sets and phone socks. These are all due to launch in spring 2011.

PMS International is due to launch amusement plush, playballs and inflatable bashers and figures across Europe from spring 2011. The amusement plush will be offered at both Alton Towers and Thorpe Park.

More new partners include Anubis Publications, which is due to launch a Dinosaur King magazine in Greece and Cyprus, and MC Productions, which recently published the first hard cover comic books in France and French-speaking Belgium and Switzerland.

"These latest licensees add to a strong European licensing programme for Dinosaur King," said Sandra Vauthier-Cellier, MD at 4Kids Entertainment. "The brand is proving to be a huge success across the UK and the continent as we continue to build the programme across all categories."


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