Last year, Zuru’s Smashers Dino Epic Egg brought a new play pattern to its Smashers line. Bringing the smashing element to the giant unboxing trend, these giant eggs are designed to be smashed open to discover 25 layers of surprise: a host of slime, compounds, construction, clues, and collectables. Launching in July, a second series features new Dino Ice Age Surprise Eggs which provide arctic expeditions for children to enjoy.
Creating a rich and engaging unboxing and construction experience, children can slime, fizz and smash their way through to reveal the Smash-O-Saur Dino parts. All the Smash-O-Saur parts are hidden within different compounds which children will need to excavate from stretchy snow, frozen slime, crystal slime, growing snow, and blizzard bombs. Once all the dino parts have been collected, children can construct their Smash-O-Saur. With three to collect, each Dino Ice Age Surprise Egg also includes six Smash Egg Smashballs, arctic scratch-map, and highly requested Smash Egg rebuilder.
Smashers has been cited as one of the fastest growing toy brands in the UK since its inception three years ago and has increased globally by 476 per cent since the first launch in 2017.
Creative director Adam Woods, Zuru, says: “We’re constantly looking at ways in which to evolve and grow our products, and this is perfectly demonstrated with Smashers.
‘The Epic Egg in particular, pushes the boundaries of unboxing to deliver an extended play experience. There are 25 layers of surprises and unique unboxing reveals which finally result in finding one of three characters. These characters differ from those found in our first wave of Epic Dino Eggs in that they are fully articulated and ready for battle! It’s a concept that is working phenomenally well for the business and everything from the iconic packaging, wacky characters, numerous surprises, meeting current compound and slime trends, and great value all combine to drive the success of the Smashers brand.
“Collectables is a growth leader in the toy industry, and we recognise the need to be agile in our brand design and development. With this in mind, and such is the success of the dino-themed Epic Egg, we’ve also introduced a new line to the range – the Smashers Dino Ice Age Mini Surprise! This offers the same concept as our Epic Egg but at pocket-money prices. So, for under £10, children get three compounds, one of six Smash-o-saur characters, a Smash Egg Smashballs, and a Dino claw Scratch ‘n’ Surprise sticker. Each of the compounds contains the Dino parts, and repeat purchase and collectability is driven by collecting all six icy Dinos to mix and match for creating the ultimate Smash-o-saur!’
Additional SKUs have been added to further expand the range and include the Smashers Dino Ice Age eight pack, and Dino Ice-Rex Playset.
Smashers will be supported by a robust marketing campaign including TV advertising, PR, social, and digital activations.