Jurassic World buoyed toy sales for 2018, here's what it has planned for this year

Officially licensed Jurassic World toys took a 41 per cent share of the dinosaurs toys market last year. Becki Fleming, EMEA vice president of franchise and marketing talks Licensing.biz through Universal's monster plans for 2019 and beyond.
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Becki Fleming, EMEA vice president, franchise and marketing

Becki Fleming, EMEA vice president, franchise and marketing

The number crunchers over at The NPD have revealed that 41 per cent of all dinosaur toy sales over the past year across the EU5, have been official Jurassic World: Fallen Kingdom dinosaurs.

Now that’s the kind of stat you like to lead a feature with. It is undeniably impressive. Further still, when it comes to action figures, construction and consumables, the NPD has revealed that Jurassic World sales figures are beating those of generic dinosaurs that sit at a 33 per cent market share.

In fact, it was high praise indeed that rained down on the heads of the bods at NBCUniversal when earlier this year the Group declared the Jurassic World franchise among some of this year’s leading international licenses.

In in the US, it’s a brand that - alongside only a handful of the elite - has been driving sales of toys to some impressive growth figures across numerous categories. It buoyed toy sales over the past year stateside, and the success of the brand hasn’t ended there.

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In fact, this success has so far been mirrored across Europe both at the Box Office and among NPD rankings, as well as stoking the flames of confidence of a number of retailers and those in the toy industry.

“Jurassic World is proving to be a strong franchise that partners and consumers can put their trust in,” Becki Fleming, EMEA vice president, franchise and marketing, Universal Brand Development, tells Licensing.biz.

“In 2018, all markets have been able to execute cross-category campaigns that have had impact at retail. With the recently created EMEA brand development team, we launched Jurassic World: Fallen Kingdom on a big scale and are committed to driving long-term franchise success."

That term ‘big scale’ - fittingly evocative when on the topic of dinosaurs - has very literal translation, because Jurassic World: Fallen Kingdom has now gone down in history as one of the largest cross-category licensing campaigns ever to be staged by Universal.

“And the momentum behind the brand is a ringing endorsement for its future as a long-term ‘always-on’ franchise,” continues Fleming. “For us, the Jurassic World campaign combined the best we have to offer at Universal with bespoke content campaigns for our retail partners. We had retail events across 250 stores in the UK alone.”

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So, what of the future of Jurassic World and maintaining its position as a long-term, 'always-on' franchise? Behind every successful property is a cast of players and partners pedalling ferociously to make it a hit, and as the dust settles on Fallen Kingdom, these partners remain as committed as ever to the programme.

"Our mission is to keep adding breadth and depth to the Jurassic World franchise so that it continues to filter into different consumer touch points," enthuses Fleming. "To that end, we have a slate of worldwide initiatives including a pipeline of new content, immersive experiences and a deepening of the product range through 2019 and beyond."

This year, one of the world's biggest toy companies, Mattel is entering the 2019 Toy Fair season with news of its expanded Jurassic World range, which already boasts an impressive line of Jurassic World SKUs that helped the team earn the Best Licensed Toy Range at the 2018 UK Licensing Awards. Meanwhile, LEGO will continue to breathe new life into the franchise with new content and more products for kids and adults.

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A host of other supporting partners, outside of toys, are also now launching expanded product lines, and while the rich history of the Jurassic World franchise that roared into life with Jurassic Park way back in 1993 will always remain at its heart, Universal has its eyes on a long and prosperous future for its dinosaurs leading up to the third cinematic instalment in the Jurassic World saga in 2021.

"We are incredibly lucky to have in Jurassic World a franchise with an impeccable heritage," states Fleming. "For more than 25 years, it has been enjoyed as trusted family entertainment and over that time - and especially right now - it has successfully embraced new consumer and technological trends.  

"We think there is a very strong appetite for this enduring action adventure brand, and we are excited and wholeheartedly committed to propelling Jurassic World forward as an evergreen franchise," Fleming concludes. 

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