Distributor The In Thing's fresh prehistoric collectable range Predasaurs will be included in Box of Awesome.
Predasaurs has already enjoyed a swathe of marketing activity of late, with 200,000 cover mount samples on boys magazines, TV ads and promotional activity with The Entertainer.
Described as a 'free birchbox for kids', Box of Awesome includes a host of toy products targeting boys. There's also a Box of OMG for girls.
Other products joining Predasaurs in the Box of Awesome include Topps' Moshi Monsters, Doctor Who, Skylanders and Match Attax lines plus Panini's One Direction photo cards.
"We're incredibly excited to be working with Kieran and The In Thing team to launch Predasaurs with Box of Awesome," said Box of Awesome CEO Dylan Collins.
"As the leading physical and digital discovery platform for kids in the UK, we're always looking for innovative and brilliant products to share with our Awesome community. Predasaurs is the perfect fit and early reactions have been extremely positive."
Kieran Murphy, Head of Marketing at The In Thing, added: "Our early reactions of the Box of Awesome project, trialled with the launch of Predasaurs, has proved to be a very positive experience.
"It’s opened a brand new sample route to our target audience, paralleled with our UK boys’ magazine cover mount schedule."
Murphy added: "With some fantastic product launches approaching in the next 12 months, I’m eager to explore future projects with the platform, reaching out to new audiences that we might not have covered before."
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