ZURU goes back to the land before time with Smashers Series 3 Dino.
The new collectibles combine the dinosaur craze with the unboxing, reveal, and surprise trend. The collection revamps the Smashball as a smashable Dino egg, housing a selection of mutant, robot, rock-hard fossil dinos and the ultra-rare skull smashers.
With more than 100 different Dino Smashers to collect in a variety of one, three, and eight packs, the line also extends the prehistoric fun with the Smash Rex Playset and Epic Dino Egg.
Fully equipped with funny sound effects and exclusive characters inside, the Smash Rex Playset features a big dino that bites and smashes eggs with the lift of its tail, then poops out Dino Smashers. Kids can rebuild and re-smash it over and over again.
The Epic Dino Egg stands at nearly a foot tall and includes more than 25 different surprises inside. Offering a continued level of play, a scratch-and-reveal map encourages kids to discover clues to find the fossils inside. At the end of the excavation, kids piece together the fossils to find one of three exclusive smash-o-saur dinos. The Epic Dino Egg also includes various compounds, such as ice age putty, dino dirt sand, ooze slime, fossil rock, and fizzy bath bombs, as well as six Smash Eggs and a Rebuilder.
Each Smashers character is housed inside a Smashball, and kids can only discover which ones they’ve collected by smashing it open. Once unboxed, kids can throw, collect, and trade their Smashers.
Since the first series launched in Dec. 2017, global figures confirm that more than 25 million Smashballs have been smashed, according to ZURU. There are also thousands of unboxing videos on YouTube amassing more than 80 million views.
ZURU Smashers Series 3 Dino arrives in stores later this month and will be supported by a 360-degree marketing campaign, including TV advertising and sponsorship, digital and social amplification, new content created for owned brand channels, and a robust PR drive.