Zuru introduces new Epic Dino Egg to Smashers range

Published on: 15th May 2019

The third series in the Zuru Smashers collectible range, Smashers Dino, is off to a strong start in the UK market.

The Zuru Smashers Epic Dino Egg brings a new play pattern to the Smashers stable, focused on the giant unboxing trend as well as slime, construction and more.

Launching in July, the Epic Dino Egg is designed to be smashed open to launch a rich and engaging unboxing and construction experience featuring over 25 different suprises. The bones of one of three Smash-O-Saur dinos are hidden within different compounds in each egg; children will need to excavate them from putty, slime, fizzing ‘volcanoes’ and dino dirt. Once kids have collected all the bones, they can construct their Smash-O-Saur. Each Epic Dino Egg also includes six Smash Egg Smashballs, a digging tool and scratch-map, and a highly requested Smash Egg rebuilder.

The brand is supported by an extensive TV campaign, influencer unboxings, PR, digital and social content and live activations. A tailored campaign will be implemented for the Epic Dino Egg from the summer.

Adam Woods, global creative director, Zuru, commented: “We’re really excited to bring a new element to our Smashers range. With collectibles a noted growth leader in the toy industry, we continue to invest heavily in to our collectible brands. Smashers offers an innovative way to play with attractive price points across all SKUs. Since we launched the first series in December 2017, Smashers have been featured as one of the fastest growing new toy brands in the UK. Latest global figures confirm that over 32m Smashballs have been smashed and there are thousands of unboxing videos on Youtube amassing over 80m views.”

Aimed at both pocket money and birthday money budgets, SKUs include the Zuru Smashers Dino 1-pack, 3-pack, 8-pack, and larger play set items including the Smash-Rex Playset. This hungry Dino chomps, smashes and then poops out Smash Eggs, and also comes with a Smash-Egg rebuilder.

For UK sales enquiries, please contact Geemac: +44(0)1604 401 719 or email


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