Such popularity is in part due to the fact that, unlike superheroes or Disney characters, dinosaurs are untroubled by copyright. Melissa Symonds, the executive director of UK toys at NPD, predicts dinosaurs will overtake superheroes as the fastest-growing toy theme later this month, once audiences have seen Jurassic World Dominion. Yet dinosaurs’ status as the preeminent cash cow for the primary school demographic extends far beyond bricks-and-mortar attractions.įigures from the NPD market research group show that the dinosaur toy sector grew 23% in the year to May 2022 and was worth £51.6m.
A report commissioned by the museum estimated a nationwide economic benefit of £36m.Ī new Dino Snores sleepover programme at the museum for 7-11 year olds (£69) is now waiting list-only an adults-only version (£185) remains highly popular. The UK section of Dippy on Tour drew more than two million visitors with each of the eight venues reporting record-breaking numbers. Photograph: Trustees of the Natural History Museum/PA Sell out … Dippy has just returned from tour. Two weeks ago, the museum’s most famous skeleton, the cast of a diplodocus from around 150m years ago, returned from a three-year UK tour, just in time for half-term and the Jurassic World Dominion release. As well as touring the museum’s galleries, current visitors are, for instance, encouraged to take a selfie in front of Andy’s clock - the time-traveling grandfather clock used by CBeebies’ Andy Day for his prehistoric adventures. The museum monetises such interest with a carefully curated programme of events and sponsorship deals. At the moment, interest is very high indeed.” “Those levels have been maintained, with smaller peaks around the release of sequels or blockbuster documentaries such as Walking with Dinosaurs in 1999 or Prehistoric Planet earlier this year. But a substantial uptick in visitor numbers coincided with the release of the first Jurassic Park, reports Professor Paul Barrett, the museum’s senior dinosaur specialist. The Natural History Museum in London – whose subsidies allow it to waive an admission fee – was established 160 years ago. The tourism market has improved since Covid but the cost of living is now having an impact and there is no support from the government.” “Days out are taking a back seat at the moment as families have to see how much money they have left at the end of the month. Big rises in footfall are usually seen a few weeks after the release of major dinosaur movies, says park manager Ben Francis, although he anticipates a more muted effect this year because of the economic climate.