Nick Jr. TV series Dino Dan is getting the full digital treatment with an official website, an online store and a dedicated Facebook page.

The live-action/CGI-animated series from Toronto, Canada’s Sinking Ship Entertainment follows the adventures of palaeontologist-in-training Dan Henderson and his friends as they uncover clues about the past and secrets of the dinosaurs.

The show’s website, which has launched in the US market, features a virtual dig site where users have to search for hidden fossils that unlock new dinosaurs that can be used in game play throughout the website. There are also games where players can win points to be used as currency at the Dino Shop to buy new virtual dinosaurs and special objects for game play and collectability. Later this year secret codes will be distributed through marketing and merchandise campaigns that can be used to unlock exclusive content, points and dinos on the site otherwise unseen.

Integrated with the new website is the Dino Dan Webstore. Through a new license agreement, Live Nation-owned Musictoday will handle Dino Dan online merchandise orders, customer service, special promotions and sales opportunities. A new merchandise line that includes Dino Dan-branded shirts, hoodies, headwear, room décor, bumper stickers and water bottles are now available for sale.

The official Dino Dan Facebook page, meanwhile, will house online content, news and downloaded videos.  It was previously hosted at Sinking Ship’s official Facebook page.