On May 19, Disney will take audiences back 65 million years to the Cretaceous period with CGI/live action combo Dinosaur, but this ain’t no Jurassic Park.
Dinosaur is very much a story of a search for a safe haven and community after a meteor hits earth, rather than a violent dino uprising, and that will be reflected in the route taken with ‘smart’ toys that can communicate and contain motion detectors. With Mattel as master toy, consumers can expect electronic toys in the vein of this year’s Toy Fair high-tech love affair, with more molded soft toys and less plush.
For Dinosaur, Disney puposely limited the number of licensees. Apparel is handled by Pyramid, Sara-Lee, Hanes and others, while big names in home furnishings include 3M and Thermos. In the toy area, Thinkaway Toys of Toronto is adding to Mattel’s line and Disguise of New York is producing Dinosaur costumes. In the gift sector, Hallmark is making cards and stationery and Florida’s Monoframe is producing other giftware. Disney Interactive is producing a CD-ROM title and Disney Press is publishing about10 titles based on the film.