New kids entertainment company, Nurture Rights has inked a deal with the Natural History Museum to develop and market its pre-school property, Dinosaur Roar.
The ten-year deal sees Nurture working with the palaeontology team at the Natural History Museum to create an authentic dinosaur property for the under sixes, with interactive and engaging content.
This will include an online world for pre-school dinosaur fans, a touring dinosaur exhibition for the age group, as well as an IMAX experience.
A licensing programme is also being put together to support the activity. Under the terms of the deal, all Dinosaur Roar products will be co-branded in association with the Natural History Museum. The retail launch of Dinosaur Roar will coincide with the property's 20th anniversary next year.
Nurture will also be collaborating with the Museum's international team to deliver the global roll out of Dinosaur Roar, which has been published in more than 30 languages.
"We are thrilled to be working with the Natural History Museum on Dinosaur Roar," said Peter Curtis, director of Nurture Rights. "This much loved institution has an unparalleled global reputation and is the perfect partner to help us engage the younger age group in the fascinating world of dinosaurs."
Louise Emerson, head of business and commercial strategy at the Natural History Museum, added: "We are excited to be working on this new project for pre-schoolers. The original Dinosaur Roar picture book has been a firm favourite with young visitors. This ground breaking new activity will introduce younger children to these amazing creatures."
Nurture is now looking to build a team of licensees to launch products to coincide with the 20th aniversary of the book next year. The Dinosaur Roar licensing programme will run separately to the Museum's existing licensing business and will specifically target pre-school.