Marketing Campaign for Upper Deck Trading Card Game rolls out across UK and France

The Upper Deck Trading Card Game (TCG) based on the smash-hit TV property Dinosaur King, distributed by 4Kids Entertainment, Inc (NYSE: KDE), is increasing its presence across the UK and France.

Dinosaur King is the sensational 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 in this unforgettable global race is to find all the dinosaur cards before the villainous Alpha Gang get their hands on them.

The viewing audience for Dinosaur King has been growing since its UK launch on Jetix in March 2008. Its popularity has also been evident by its recent launch on GMTV’s Action Stations channel - in just its second week Dinosaur King was the best performing show on the station! It’s currently airing in a prime 7.55am time slot on weekends. In France, the show can currently be seen on Canal J.

Produced by leading trading card company Upper Deck, the Dinosaur King Trading Card Game (TCG) allows fans to collect their favourite dinosaurs and command them in battle, just like their heroes in the show’s dynamic D-Team! The cards have recorded impressive sales figures since launching in Toys”R”Us and independent toy and hobby stores in October 2008 – and distribution has since expanded, with the cards now available at Game, WHSmith, Argos, Tesco and Asda.

Anticipated marketing initiatives to support the new products include a TV campaign of 350TVRs on Nickelodeon and GMTV, as well as print adverts and exclusive card covermounts in the Jetix magazine and a host of other top kids’ titles. The TV campaign will also be extended to Ireland on RTE2 to support key lines in Smyths Toys.

In France, a marketing campaign in support of the Dinosaur King TCG is also under way and will include adverts on France 3, Gulli and Canal J. A special Dinosaur month already ran on Canal J from February through to March, and a nationwide sampling campaign will take place over Easter.

The TCG is also available in Germany, Spain and the Nordics.

Licensees across Europe have been quick to realise Dinosaur King’s potential. The expanding list includes Pyramid Posters (in UK) for posters, E1 (in the UK) for home entertainment, Tennessee (in France) for stationery, Tournon (in France and Benelux) for publishing, Sun City (in France and the Benelux) for apparel, Ares Films (in France) for home entertainment, Fipo Group (in the Nordics) for apparel, accessories and melamine, Edizione Playpress Srl (in Italy) for activity books, FLY Srl (in Italy) for footwear, Tex-Ass Textilvertriebs (in Germany, Austria and Switzerland) for underwear, nightwear, bags and accessories, The Cookie Company (in GAS) for apparel, BIP Holland (in GAS) for Confectionary, Blue Ocean (in Germany) for publishing, Belltex (in France, Benelux, GAS, Spain, Portugal and Nordics) for bedding, Ensobrados (in UK, Ireland, Spain, Germany, Italy and Greece) for collectables and a multiterritory deal for scooters, skateboards, bicycles and outdoor products such as tents with H Grossman.

“The new trading card products and marketing campaigns are set to add to the excitement surrounding Dinosaur King, which is rapidly developing into a phenomenon,” said Sandra Vauthier-Cellier, Managing Director, 4Kids Entertainment International. “It really is one of the hottest boys’ properties out there.”