Licensees report Dinosaur King success

Apparel lines performing well, plus publishing programme due to launch in April.
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4Kids Entertainment has high hopes for a number of its product lines for Dinosaur King this year, after several partners reported early success with ranges at a special UK licensee day.

TDP and Aykroyds have apparel listed in Bhs and are confident of strong sales in the autumn/winter season, while Smith & Brooks has also been successful with its listings. Trade Mark Collections, meanwhile, reported a positive response from retailers, despite activity being at an early stage, and is confident of success going forward.

HarperCollins is gearing up for the launch of its publishing programme in April, with further products due in June. Ten books a year are planned.

Consumer magazine publisher Signature Publishing will also release a title in July, with a Dinosaur King branded covermount, while Hachette is planning a 60-issue partwork, using coded cards from Upper Deck which will initially be tested in France.

Upper Deck is also running TV ads from April, as well as carrying out sampling exercises in schools and at relevant events.

"We set a lot of store by licensee meetings, it is our experience that those participating gain a great deal as a result of sharing their own plans and learning more about those of other partners," said Sandra Vauthier-Cellier, MD of 4Kids.

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