Universal Brand Development has launched a new Jurassic World retail marketing initiative with Smyths Toy Superstores, a campaign that kicked off with a special screening of Jurassic World: Fallen Kingdom at The Vaults on London.

The event featured hours of immersive activities and the opportunity to play with new products from the recently refreshed cross-category consumer products programme. Digital gaming experiences, themed food and drink and an authentic dinosaur-stampede complete with costumed adults running for their lives also featured.

The invite-only soiree was co-hosted by the YouTubers Gorgeous Movies who took over the Smyths Instagram account, posting live updates using the #EnterJurassicWorld hashtag. The campaign continues post event with Gorgeous Movies creating bespoke Jurassic World content from the day for its YouTube channel of more than 1.7 million subscribers.

In addition, Smyths has also been posting footage highlights from the day on YouTube and across its Facebook page with a retail call to action.

 Continuing to expand Jurassic World’s retail footprint remains a top priority for Universal Brand Development as the brand nears its third decade with new product ranges and refreshes coming through.

Fans can look forward to the new upcoming Jurassic World: Camp Cretaceous animated series from DreamWorks Animation, Universal Pictures and Amblin Entertainment for Netflix due to hit screens later this year, and the third installment in the Jurassic World film series, entitled Jurassic World Dominion, which will premiere in summer 2021.