The Dinosaur King toys are expected to launch at retail next spring and will include figurines and role play items based on the series, currently airing on Jetix in the UK.
A spin-off from Sega’s arcade and collectable card game, the animated TV series has been showing in the UK since the beginning of the year.
It is currently the network’s top-rated show for the four to 15 year-old category.
Based on this success the show is scheduled to debut on free TV this spring and the toy line will also be supported with a 520 TVR campaign beginning in February 2009.
Nic Aldridge, senior brand manager at Vivid said: “All the action and adventure of the TV series translates into a fantastic toy range for boys aged four to nine. We’ve had excellent feedback from retailers and believe we have a big, long-term opportunity with this brand.”
Stephen Gould, co-managing director of 4Kids Entertainment said: “We are delighted to be working with Vivid once again. With the combination of Vivid’s expertise, the compelling toy range and continued TV success, Dinosaur King has all the right elements to become one of the must have boys’ properties for years to come.”