Hasbro’s announcement today that it is bringing back Jurassic Park toys as a Toys R Us exclusive has left some people shaking their heads like a chain-smoking Samuel L. Jackson trying to unhack a hacked computer system while carnivorous dinos are ready to pounce. After all, Jurassic Park III, the unimaginatively named last movie in the franchise, was released way back in 2001, and the last time a Jurassic Park DVD saw print was in the holiday season of 2005, a reissuing of all three movies.
None of the news sites had any pictures, so I took a look on the Toys R Us website and found some of the electronic dinosaurs, priced at $17.99 each. Cloning is expensive.
While it’s a curious product offering given the age of the movies, I am guessing that Hasbro and TRU saw an opening in the middle of the dinosaur toys category. At the high end, you’ve got products like Pleo, the Aibo of the dinosaur world that never quite got market traction, and Mattel’s D-Rex. Mattel also has a low-end offering for kids with the Fisher Price Imaginext Dinosaurs. By reusing tools from prior JPIII and Lost World toys, this was an easy way for Hasbro to gain reentry into the category.
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