Universal Brand Development continues to highlight the brand with a new retail marketing initiative in association with Smyths Toy Superstores.

The campaign launched with a special screening of Jurassic World: Fallen Kingdom at The Vaults in London. The event featured hours of immersive activities and offered the opportunity to play with new products from the recently refreshed cross-category consumer products programme. Digital gaming experiences, themed food and drink and an authentic dinosaur-stampede complete with costumed adults running for their lives also featured as part of the day.

The invite-only soiree was co-hosted by famous YouTubers Gorgeous Movies who took over the Smyths Instagram account, posting live updates on all the fun using the #EnterJurassicWorld hashtag. The campaign continues post event with Gorgeous Movies creating bespoke Jurassic World content from the day for its YouTube channel, which boasts over 1.7m subscribers. In addition, Smyths has also been posting footage highlights from the day on YouTube and across its Facebook page with a retail call to action.

Continuing to expand Jurassic World’s retail footprint remains a top priority for Universal Brand Development as the brand nears its third decade, with new product ranges and refreshes coming through. Fans can look forward to the new upcoming Jurassic World: Camp Cretaceous, an animated series from DreamWorks Animation, Universal Pictures and Amblin Entertainment which has been created for Netflix and is due to hit screens later this year. The third instalment in the Jurassic World film series, entitled Jurassic World Dominion, will premiere in summer 2021.