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Hasbro returns to ‘Jurassic Park’

Toymaker to help Universal relaunch franchise with new products

There haven’t been many, if any, “Jurassic Park” toys in stores since the third film in 2001. But Universal is making plans for its dinosaurs to stomp their way back into the retail aisle, locking down a deal with Hasbro.

Hasbro had been the master toy partner around “Jurassic Park” since the first film was released in 1993. And the company was eager to return to the franchise now that the studio will release the original film in 3D in April and is readying “Jurassic Park 4” for release on June 13, 2014.

“Hasbro’s innovative approach to all of its products has made the company an ideal partner as ‘Jurassic Park’ has evolved over the last 20 years,” said Universal Partnerships and Licensing president Stephanie Sperber. “Hasbro has been with us every step of the way, and we look forward to continuing our relationship and adding another blockbuster to this iconic series.”

With Steven Spielberg’s franchise generating $1.9 billion at the worldwide box office, Universal has been eager to get ‘Jurassic Park’ back up on the screen. The 3D version of the original pic is expected to attract a new generation of moviegoers, which will set them up for the fourth installment next year.

Reboot of the series enables Hasbro to come up with a new line of toys tied to the dinos.

“As a global branded play leader, we look forward to continuing our relationship with Universal in this next exciting chapter by bringing innovative entertainment experiences including toys and games to ‘Jurassic Park’ fans around the world,” said Hasbro chief marketing officer John Frascotti.

Through its deal with Universal, Hasbro has the rights to develop a wide variety of toys including action figures, plush, dolls, playsets, vehicles, role play, games, KRE-O branded building sets and novelty items.

The first products will be available on shelves beginning in summer 2014.

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