Nurture Teams to Develop Dinosaur BrandNurture Teams to Develop Dinosaur Brand

The newly formed kids’ entertainment company Nurture Rights has teamed up with London’s Natural History Museum to transform the classic book Dinosaur Roar! into an interactive preschool property.

The 10-year partnership will see Nurture work alongside the museum’s paleontology team to create an authentic dinosaur property for kids age 6 and under.

Several brand extensions are already planned, including an online kids’ world, a traveling exhibition and an IMAX experience. A licensing program is already being developed as well, under which all products will be co-branded with the Natural History Museum, with product set to launch in 2014 to coincide with the book’s 20th anniversary.

The Natural History Museum’s international team will also collaborate with Nurture on the global launch of the book itself, which has already been published in more than 30 languages.

“We are thrilled to be working with the Natural History Museum on Dinosaur Roar!,” says Peter Curtis, director, Nurture Rights. “This much-loved institution has an unparalleled global reputation and is the perfect partner to help us engage the younger age group in the fascinating world of dinosaurs.”