Central London store turned into giant double cinema screen which showed exclusive trailer content.

Universal Brand Development (UBD) is celebrating the launch of the consumer products programme for Jurassic World: Fallen Kingdom which made its UK retail debut this week.

Official merchandise is rolling out across all key categories in what Hannah Mungo, country director for UK and Ireland, calls the company’s “most ambitious licensing push yet”.

The campaign kicked off yesterday as Smyths Toys Superstores delivered the first of many local consumer engagement initiatives that reflect the scale and theatre of the movie release.

For one night only, a central London Smyth’s store was turned into a giant double cinema screen that showed exclusive Jurassic World: Fallen Kingdom trailer content and a specially created consumer call to action message.

The event was documented by a professional film crew who also created a time lapse sizzle reel of the installation process. Smyth’s will be using this bespoke content to promote Jurassic World: Fallen Kingdom across all its digital and social media channels including Facebook & Instagram, as well as embedding the video within the online cross category Jurassic brand store.

Sinead Byrne, joint head of marketing at Smyths Toys Superstores, commented: “We are excited to be working with Universal to bring the Jurassic World toy range, led by Mattel and Lego, to life in-store and online. The projection experience at our Staples Corner site was groundbreaking for us and is just one great example of how we are working with the Universal team to fully immerse our customers in the Jurassic brand this summer.”

Further initiatives will be rolled out across numerous key accounts in support of the theatrical launch of Jurassic World: Fallen Kingdom, which makes its big screen debut in the UK on 6th June, in addition to the back to school period and the home entertainment window in October.