Retailer bags exclusive launch window for toys based on DreamWorks/Netflix show.
Toys R Us has secured an exclusive deal on the toy line for Dinotrux – the co-production between DreamWorks Animation and Netflix.
The retailer enjoyed a successful launch with the toy collection – which includes vehicles, play-sets and talking figures – in the US last autumn, and is now looking to build on this in the UK with an exclusive launch window before the toys are sold trade-wide.
Dinotrux is currently airing on Netflix, with a three-season commitment and 78 episodes. The next 13 episodes will be on air from March.
The show imagines a prehistoric world ruled by giant creatures that are half dinosaur and half construction vehicle.
A broad merchandise launch is planned in the US for spring/summer, with publishing, a mobile app and new shorts all on the cards.
Richard Hollis, head of UK licensing at DreamWorks Animation, told The Source: “The show perfectly combines two favourite play patterns for boys, and the toys attracted huge attention at Nuremberg so we think it has enormous potential.”
