The dinosaurs are on the loose…

Dino fun for all big and small fans of these primeval giants. Brand-new from the design workshop of the NICI GmbH.

Altenkunstadt, 01th of June 2010. The dinosaur age began 230 million years ago - about 65 million years ago, these huge lizards became extinct. No other group of extinct animals is of the same cultural significance as the dinosaurs. They enjoy great interest worldwide and are so popular that one may even speak of a “dinomania“. Especially when it comes to their small fans. As of now, the NICI GmbH captures the current dinosaur trend in form of three lovingly designed dinosaur characters.

Children are adventurers who curiously explore the world around them and who like to submerge themselves in their individual role-play. From the end of July 2010 on, the primeval pals Tyson, Trevor and Diego will delight their fans. These three exceptional friends offer an entire play world and are available in well-assorted gift and toy shops, the internet, in department stores as well as the 34 NICI shops.

With the impressive spikes on his tail, the “Stegosaurus“ Diego is certainly one of the most popular dinosaurs ever. In real life, this dinosaur measured nine by four metres and weighed 4.5 tons. NICI has made Diego, the Stegosaurus, a little smaller and lighter and at the same time extremely lovable and even a little clumsy.

The originally eight metres long Triceratops with a nose-horn, horns above his eyes and a large neck plate, takes the stage as NICI's “Trevor“ and is very convincing  with his cool appearance.

The “Tyrannosaurus rex“ is probably the most famous dinosaur of all and was for a long time considered the largest predatory land animal in the history of earth with its thirteen metres and a weight of 4.5 to 7 tons. Not so “Tyson“, NICI's Tyrannosaurus rex. Inspite of the fact that he is quite fast and clever, he is nevertheless significantly smaller than his real-life ancestors. Together, the three of them are a fabulous team and always in for a little primeval adventure.                                                   

The colourful product line centered around the three cool dinosaurs appeals to boys aged 5 to 10 years. These plush friends and especially the miniature figures  in plush egg size encourage primeval role-play.

Playing fun and dino decoration!

The three dinosaurs are available as dangling plush in three sizes – from 15 cm to 40 cm. Diego, Trevor and Tyson even accompany their fans to kindergarten or school as bean bags with a key ring or “attached“ as a plush egg with impressive contents.

Two different fluffy cushions, the cool adventure poster with a magnifying glass, but also the dinosaur desk pad and the matching mouse pad with a 3-D effect provide an authentic dinosaur atmosphere for the children's room. Accessories like the handy shoulder bag as well as different versions of a cell phone pouch are perfectly designed for the target group. In the field of stationary, pencil cases, writing pads, pencils, rulers, erasers and a book of friends in dinosaur design delight all pupils who are enthusiastic about these primeval creatures. And even breakfast time is characterised by NICI's three dinosaurs: There is a muesli bowl, a mug and a lunchbox.

All products are made in tried and tested NICI quality and win over with the unique design of the branded goods company from Altenkunstadt in Germany.

The dinosaurs are still alive! And with NICI back in Germany's nurseries soon.

Strong Marketing Mix for Dinosaur Product Launch

The dinosaur collection is available at almost all of the 3,000 sales points in Germany as well as in the 34 special NICI shops. Furthermore, the dinosaurs will also be introduced in more than 60 foreign markets. The product launch in Germany is supported by various marketing activities. In addition to classic banners, branded bags and a special sales display, the dinosaurs will also be presented in thematic windows in the NICI shops as well as on thematic tables in department stores. The media communication of the dinosaurs is also supported  as the NICI consumer leaflet. 

For more information please refer to www.nici.de.

The NICI GmbH is one of the leading manufacturers of plush and gift articles for the entire family worldwide. Apart from famous brands such as Jolly Mäh and Wild Friends, the extensive product portfolio also regularly includes seasonal product novelties. The company, which is based in Altenkunstadt in Upper Franconia in Germany, was founded in 1986 and currently employs more than 400 members of staff worldwide. The name NICI signifies highest quality, safety and appealing designs. The products of the NICI GmbH are available in more than 3.000 shops in Germany, including 34 special NICI shops, and are sold in more than 60 countries worldwide by our partners. More detailed information is available under: www.nici.de

Press contact:

NICI GmbH • Langheimer Str. 94 • D-96264 Altenkunstadt, Germany

Ralph Steinert • Tel.: +49 (0) 9572 – 72 20 460 • Fax: +49 (0) 9572 – 72 20 469

E-Mail: ralph.steinert@nici.de

Printing free of charge ● Specimen copy requested