New Jurassic line roars into Smyth’s

by TnP Staff
Published: 17 April 2018, 09:09
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Universal Brand Development is celebrating the launch of the consumer products programme for Jurassic World: Fallen Kingdom which made its highly-anticipated UK retail debut this week

Official merchandise for Jurassic World: Fallen Kingdom is finding a way across all key categories in what Hannah Mungo, Country Director for UK and Ireland, calls the company’s “most ambitious licensing push yet”. The campaign got off to a roaring start yesterday as Smyths Toys Superstores delivered the first of many razor sharp local consumer engagement initiatives that reflect the scale and theatre of this epic movie release. For one night only, a central London Smyth’s store was turned into a giant double cinema screen that showed exclusive Jurassic World: Fallen Kingdom trailer content and a specially created consumer call to action message.

UBD hired the services of an amazing team of projectionists using state of the art equipment to deliver the content in crystal clear high definition with booming 5.1 surround sound. The event was documented by a professional film crew who captured the projection and they also created a time lapse sizzle reel of the installation process to give viewers a real insight into how this epic fan experience was created. Smyth’s will be using this bespoke content to promote Jurassic World: Fallen Kingdom across all its digital and social media including Facebook & Instagram, as well as embedding the video within the online cross category Jurassic brand store. Sinead Byrne, joint Head of Marketing at Smyths Toys Superstores said, “We are excited to be working with Universal to bring the Jurassic World toy range, led by Mattel and LEGO®, to life in-store and online.

The projection experience at our Staples Corner site was ground breaking for us and is just one great example of how we are working with the Universal team to fully immerse our customers in the Jurassic brand this Summer, it’s going to be massive!” A clear demonstration that UBD is leading the way at retail, further initiatives will be rolled out across numerous key accounts in support of the theatrical launch of Jurassic World: Fallen Kingdom, which makes its big screen debut in the UK on 6th June 2018, in addition to the key Back to School period and the Home Entertainment window in October. Mungo comments, “Jurassic World: Fallen Kingdom has huge cross generational family appeal. By exploring universal themes of dinosaurs, survival, action and adventure and combining outstanding products with retail executions that push the bar, we’re on a mission to prove that the blockbuster movie licensing campaign is by no means extinct!” The Jurassic World: Fallen Kingdom toy line is now available at Smyths stores nationwide and online at

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