In its second week in the 7.40am slot every weekday morning, the series was the best performing show on the station.
Coupled with solid Jetix rating performances, a toy debut with Vivid Imaginations and a proven track-record with Upper Deck’s trading cards, Dinosaur King is living up to its billing as a potential hot new boys entertainment licence for this year.
One of the TV toy items, the Dinosaur King Card Swiper, looks like a possible best-selling product with forecast sales in excess of 110,000 units for 2009. TV advertising for the Vivid line kicks off on March 23rd and continues across the year with 540 TVRs.
Paul Weston, Vivid’s UK chief executive said: “Toy sales and TV ratings are beyond our wildest dreams. With our TV commercials yet to break at Easter and NPD confirming Dinosaur King as one of the biggest new toy properties in January and February we have got the dream start we wanted and are now busy looking to expand the toy line in 2010.”
GMTV Kids business manager, Dave Murphy added: “Dinosaurs are definitely alive and kicking again on GMTV Action Stations. We are delighted with Dinosaur King’s performance so far and the show will form a key part of our 2009 schedule.
"With an average of 133,000 child viewers per day and a 15 per cent share of viewing amongst boys [aged] four to 15, Dinosaur King is currently the top performer in the Action Stations line-up.”