Smyths Toys leads Jurassic World: Fallen Kingdom product launch with Universal cinematic experience

Official merchandise is finding a way across all key categories in what Hannah Mungo, country director for UK and Ireland, has called the ‘company’s most ambitious licensing push yet.’
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Jurassic Smyths

Smyths Toys has joined forces with Universal Brand Development to celebrate the launch of the consumer products programme surrounding Jurassic World: Fallen Kingdom.

Official merchandise is finding a way across all key categories in what Hannah Mungo, country director for UK and Ireland, has called the ‘company’s most ambitious licensing push yet.’

The campaign launched to a roaring start on Monday, April 16 as Smyths Toys Superstores delivered the first of many local consumer engagement initiatives that reflect the scale and theatre of the movie release.

For one night, 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.

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 an insight into how the experience was created.

Smyth’s will be using the content to promote Jurassic World: Fallen Kingdom across all its digital and social media including Facebook and Instagram, as well as embedding 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 sumer, it’s going to be massive.”

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 June 6 this year.

Mungo said: “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 are on a mission to prove that the blockbuster movie licensing campaign is by no means extinct.”

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