Toy retailer The Entertainer has teamed up with distributor The In Thing to promote Predasaurs.
The new pocket money dinosaur collectable range will be boosted by Predasaurs Hunt activities running in stores between April 19th and May 22nd.
The in-store Hunt activities will see children 'hunt' for Predasaurs characters around the store. They will receive a promotional pack in return for completing their check list.
"It will allow children to interact with the brand in a much more in-depth way, educating them on the different tribes and characters involved in the series," read a statement.
"We have been working with The In Thing to plan this exciting in-store activity for Predasaurs," said Rebecca Rees, Head of Marketing at The Entertainer.
"It’s a great way for children to interact with the brand and to become familiar with the key tribes and dinosaurs.
"Every child that takes part will also receive a promotional pack so we are able to get the product into children’s hands. It’s been great working with Kieran and the team to get this activity up and running and we look forward to seeing it go live in stores soon."
Kieran Murphy, Head of Marketing at The In Thing, added: "We’ve always admired the interactive atmosphere that The Entertainer have created in their stores. They take in store product promotions to the next level, and it’s fantastic to see Predasaurs getting involved.
"The Predasaurs Hunt is a key element of our extensive marketing plan surrounding the launch, timing perfectly in the middle of our TV campaign.
"It’s the beginning of a number of really strong projects together."
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.