Macmillan Children's Books launched its publishing programme for The World of Dinosaur Roar! with a major investment in an extensive advertising campaign on a large number of London buses, showcasing the first four titles in the series of The World of Dinosaur Roar books: Dinosaur Roar! The Tyrannosaurus rex, Dinosaur Boo! The Deinonychus, Dinosaur Stomp! The Triceratops and Dinosaur Munch! The Diplodocus. Each of the four advertisements occupied the side of a double-decker and included the name of the book and series, a gigantic picture of the book’s star and a guide to pronunciation of that dinosaur’s name. The campaign, which ran from 17-30 July, enjoyed an impressive reach: the 84 bus T-sides — massive drop sections equal in size to a six sheet poster, using vertical as well as horizontal messaging — boasted 4.4 million impacts. Created by Peter Curtis, owned by Nurture Rights and produced in association with the Natural History Museum in London, The World of Dinosaur Roar! is a new concept that teaches pre-schoolers about dinosaurs. Macmillan’s book series introduces readers to a different title character in each book and uses his or her personality to teach children about dinosaurs in an engaging and entertaining way. Every book in the series also includes simple dinosaur facts and a pronunciation guide. Many more colourful dinosaurs, including Dinosaur Snap! The Spinosaurus, Dinosaur Flap! The Oviraptor, and Dinosaur Whack! The Stegosaurus, are on their way. With its large cast of memorable characters and engrossing storylines, The World of Dinosaur Roar! is already attracting licensee interest as a property with potential across a wide range of categories and merchandise aimed at a core market of children aged 2-5, as well as gift givers and dinosaur fans everywhere. The launch of the first books by Macmillan’s Children’s Books, the official publishing partner for the property, and the announcement of Golden Bear as Master Toy Licensee for the property has been followed by the appointment of Bulldog Licensing, one of the UK’s leading licensing agencies, as licensor for the property. Bulldog Licensing, one of the UK’s leading licensing agencies, will build on the foundations put in place by Nurture Rights since the recent launch of The World of Dinosaur Roar!, targeting both retailers and licensees across the UK and Ireland. Its initial category focus will be on apparel, accessories, stationery and gifts, with the first merchandise predicted to hit retail from spring 2018. Nick Barrington, Managing Director, Nurture Rights, says: “Interest in The World of Dinosaur Roar! is already strong but this major investment by Macmillan into some unmissable advertisements will inspire even greater enthusiasm for the brand among kids and parents. Of course, some of the stars of the series were themselves the height of a double-decker, so the buses are appropriate vehicles for an advertising campaign — in more ways than one!” |
Four of the stars of The World of Dinosaur Roar! Macmillan series of books, based on the new preschool property owned by kids’ media company Nurture Rights, have come to the UK’s capital — or rather, to London buses.