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Vivid Imaginations will distribute the Playmates master toy line for the property in UK and Ireland. The Dinosaur King toys are expected to launch at retail next spring and will include figurines and role play items based on the series, currently airing on Jetix in the UK.
A spin-off from Sega’s arcade and collectable card game, the animated TV series has been showing in the UK since the beginning of the year.
It is currently the network’s top-rated show for the four to 15 year-old category.
Based on this success the show is scheduled to debut on free TV this spring and the toy line will also be supported with a 520 TVR campaign beginning in February 2009.
Nic Aldridge, senior brand manager at Vivid said: “All the action and adventure of the TV series translates into a fantastic toy range for boys aged four to nine.
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