Upper Deck rolls out Dinosaur King campaign

The Trading Card Game based on TV property Dinosaur King, is increasing its presence across UK and France.
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Anticipated marketing initiatives to support the new product in the UK include a TV campaign of 350 TVRs on Nickelodeon and GMTV. The TV campaign will also be extended to Ireland on RTE2 to support key lines in Smyths Toys stores.

The campaign will also include print adverts and exclusive card covermounts in the Jetix magazine and a host of other kids’ titles.

In France, a marketing campaign in support of the Dinosaur King TCG is also under way and will include adverts on France 3, Gulli and Canal J. A special Dinosaur month already ran on Canal J from February through to March, and a nationwide sampling campaign took place over Easter.

The Dinosaur King Trading Card Game (TCG) allows fans to collect their favourite dinosaurs and command them in battle. The cards have recorded impressive sales figures since launching in Toys R Us and independent stores in October 2008 and distribution has since expanded, with the cards now available at Game, WHSmith, Argos, Tesco and Asda.

The viewing audience for the Dinosaur King series, distributed by 4Kids Entertainment, has been growing since its UK launch on Jetix in March 2008. In its second week on GMTV’s Action Stations channel, the series was the best performing show on the station. In France, the show can currently be seen on Canal J.

The TCG is also available in Germany, Spain and the Nordics.

Sandra Vauthier-Cellier, MD, 4Kids Entertainment International commented: “The new trading card products and marketing campaigns are set to add to the excitement surrounding Dinosaur King, which is rapidly developing into a phenomenon. It really is one of the hottest boys’ properties out there.”


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