Dinosaur King boosted by TCG

Upper Deck card game rolls out across UK and France for 4Kids property.
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The trading card game for Dinosaur King from Upper Deck is making inroads at retail across the UK and France, 4Kids Entertainment has revealed.

The TCG allows fans to collect their favourite dinosaurs and command them in battle. Since launching in Toys R Us and independent toy and hobby stores last October, the cards have racked up some impressive sales figures. Distribution has since expanded to include Game, WH Smith, Argos, Tesco and Asda.

Anticipated marketing initiatives to support the new products will include a TV campaign of 350 TVRs on Nickelodeon and GMTV, as well as print ads and exclusive card covermounts on Jetix magazine and a number of other kids' publications. The TV drive will also be extended to Ireland on RTE2 to support key lines in Smyths Toys.

Meanwhile, a marketing push is also underway in France, including ads on France 3, Gulli and Canal J. A special Dinosaur month ran on Canal J from February through to March, while a nationwide sampling campaign took place over Easter.

The TCG is also available in Germany, Spain and the Nordics.

"The new trading card products and marketing campaigns are set to add to the excitement surrounding Dinosaur King, which is rapidly developing into a phenomenon," said Sandra Vauthier-Cellier, MD of 4Kids. "It really is one of the hottest boys' properties out there."

Other Dinosaur King licensees include Pyramid Posters, E1, Tennessee, Sun City, The Cookie Company, Fipo Group, Belltex and H Grossman among others.


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