P&R ltd. has joined the licensing programme for Dinosaur King, part of the 4Kids Entertainment International brand portfolio.

Dinosaur King is the animated series that chronicles the adventures of Max, Rex and Zoe, known as the ‘D Team’, who search the world for Dinosaur cards that have the power to bring dinosaurs back to life. The biggest challenge for the three young heroes is to find all the dinosaur cards before the villainous Alpha Gang get their hands on them. The new agreement with P & R Ltd will see a variety of Dinosaur King branded goods hitting the market across Serbia, Bosnia and Herzegovina, Macedonia, Croatia and Slovenia. Products will include stickers and sticker albums, activity books, candy, chips and fruit juices and initial distribution will tie in with the Dinosaur King TV series launching across the region this autumn. It will be shown on Ultra – the territory’s most popular Serbian language kids’ TV channel – five days a week in Serbia, Bosnia and Herzegovina and Montenegro. Re-runs will be aired on local TV channels across other territories, whilst Dinosaur King is also available on the O.K. cable channel in Croatia.

The new range will be available through petrol stations, bookshops, kiosks newsagents and grocery chains and fans’ excitement will be boosted by P & R giving away 25,000 free copies of the sticker album through selected outlets.

The series has attracted big audiences in more than 20 countries which has allowed 4Kids Entertainment International to build an extensive licensing programme for the brand. Dinosaur King is represented across more than 80 categories including publishing, home entertainment, bags, collectibles and apparel. Licensees include Panini, Egmont, Signature Publishing and PMS International, whilst Quick recently used Dinosaur King in a promotion across its chains of European fast-food restaurants.

“Dinosaur King has proved successful wherever it has launched and this latest agreement is further evidence of the faith licensees have in the brand,” said Sandra Vauthier-Cellier, Managing Director, 4Kids Entertainment International, “the products that P & R is launching are perfect for Dinosaur King’s core fanbase of five to ten year-olds and should prove to be a big success at retail.”