Universal Brand Development Readies T. Rex-Sized Footprint for ‘Jurassic World Dominion’

BLE 2021: The past year brought new content, production extensions, games, digital content and more.
License Global

November 17, 2021

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“Jurassic World Dominion” arrives in movie theatres in June 2022, and Universal Brand Development has been creating new products, retail programs, games and digital content, plus new seasons of the animated series, “Jurassic World: Camp Cretaceous.”

“The new film is about as big as it gets for the franchise which continues to deliver after almost three decades,” says Paul Bufton, vice president, EMEA NBCUniversal Brand Development. “Even in non-movie years, Jurassic World has proved its dominance with record ratings on Netflix and exponential double-digit growth in the toy category across EMEA. The gates are open for business and consumers are lining up for a piece of the action that only this powerhouse brand can provide.”

The tentpole release will top a prolific period for Jurassic World, highlighted by a continuous content pipeline that includes the series “Jurassic World: Camp Cretaceous” from Universal Pictures, Amblin Entertainment and DreamWorks Animation. Season 4 of the Netflix show

for kids is set to launch globally Dec. 3.

A raft of licensing partners, led by Mattel and LEGO, as well as new gaming experiences including “Jurassic World Aftermath” and “Jurassic World Aftermath 2” for Oculus by Coatsink, and the multi-format “Jurassic World Evolution 2” from Frontier Developments, offer immersive digital experiences on multiple platforms. 

European retailers continue to play a vital role with digital activations.  The year 2021 has also marked a return to physical in-store promotions with ‘Dino Days’ – a cross-category in-store and online shopper campaign running throughout Q4 in the U.K., Germany and France across multiple retailers including Smyths Toys, Carrefour and Amazon. The campaign includes promotional videos on YouTube, targeted Facebook advertising, competitions and influencer outreach supporting new toy lines from Mattel and LEGO. Tesco has also recently leveraged the popularity of Jurassic World to drive its commitment to sustainability with a collection of children’s apparel made from 100% recycled cotton and sequins. The range, which was positioned in premium aisle space in 275 U.K. stores, was supported by social media posts on Tesco’s official accounts.

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