The franchise’s sixth film is expected to boost not only UK cinemas – the box office gross has grossed over εκατο 200 million so far – but also the country’s many dinosaur-themed attractions. Most of them were founded in the last 30 years to take advantage of the popularity of paleontology inspired by Jurassic Park’s first film in 1993. Roarr !, the UK’s largest dinosaur attraction, was founded in Norfolk in 2006 and is planning a further expansion the following year. increase the annual number of visitors from about 300,000 to 500,000. Big increases are usually seen a few weeks after the release of the big dinosaur movies, says park director Ben Francis, although he expects a more silent effect this year due to the economic climate. “Days out are secondary right now, as families need to see how much money is left at the end of the month. “The tourism market has improved since Covid, but the cost of living is now having an impact and there is no government support.” The Natural History Museum in London – whose grants allow it to waive entry fees – was founded 160 years ago. But a significant increase in the number of visitors coincided with the opening of the first Jurassic Park, says Professor Paul Barrett, the museum’s senior dinosaur expert. “These levels have been maintained, with smaller peaks around the release of sequel or documentary blockbusters like Walking with Dinosaurs in 1999 or Prehistoric Planet earlier this year. At the moment the interest is very big “. The museum is gaining this interest with a carefully crafted event schedule and sponsorship deals. In addition to touring the museum galleries, current visitors are encouraged, for example, to take a selfie in front of Andy’s watch – the grandfather’s time travel that CBeebies’s Andy Day uses for its prehistoric adventures. Two weeks ago, the museum’s most famous skeleton, the cast of a double-decker about 150 million years ago, returned from a five-year world tour, just in time for the Jurassic World Dominion half-term and release. Sell Out D Dippy has just returned from a five-year world tour. Photo: Curator of the Museum of Natural History / PA The UK section of Dippy on Tour attracted more than two million visitors, with each of the eight parties reporting record numbers. An exhibition commissioned by the museum estimated the national financial benefit at 36 36 million. A new Dino Snores sleeping program at the museum for children aged 7-11 (£ 69) is now only on the waiting list. an adult-only version (£ 185) remains hugely popular. However, the status of dinosaurs as the ultimate cash cow for elementary school demographics extends far beyond brick and mortar attractions. Data from the NPD market research team show that the dinosaur toy sector grew 23% year-on-year to May 2022 and was worth 51 51.6 million. Melissa Symonds, executive director of British games at NPD, predicts that dinosaurs will overtake superheroes as the fastest growing gaming theme later this month as soon as audiences see the Jurassic World Dominion. This popularity is due in part to the fact that, unlike Disney superheroes or characters, dinosaurs are not bothered by copyright. This makes them easy winners for a wide range of brands and retailers. In addition to toys, coloring books, watches, night lights and hot water bottle caps, dinosaur clothing is popular at all prices. Dinosaur T-shirts sell for £ 3 at George’s Asda and £ 17 at Boden. The official Jurassic Park and World Commodity is the largest dinosaur toy property in the UK and accounts for 27% of all sales, up 44% year-on-year. Items are available through more than 30 manufacturers, including Mattel and Lego, WOW! Stuff, Tomy, Ravensburger and Posh Paws. Adults are also available, with the Folio Society editions of Michael Crichton’s novels (, 39.95), chess sets and inflatable adult triceratops suits. Only a handful of film binding products are available at the National History Museum. However, content creators work closely with the foundation, looking forward to its educational seal of approval. That gives NHM time to “modify or add to our product line to take advantage,” says Barrett. Jurassic perk P Pitt Rivers Museum, Oxford. Photo: Jacob King / PA One of the three permanent museum shops is dedicated exclusively to dinosaur products. Most are NHM brands and were created in collaboration with in-house paleontologists, so “at least they are not inaccurate,” says Adam Farrar, director of marketing and visitor experience. Soft toys remain the biggest seller of the museum. This year, total dinosaur-themed sales are expected to exceed εκατο 1 million. However, some prehistoric attractions remain relatively isolated from the popularity of movies. A spokesman for the Jurassic Coast Trust, which oversees tourism in the 95-mile section of the south coast, famous for its fossil density, said it would be “difficult to attribute a measurable increase in movie-specific traffic.” Programs such as Broadchurch, shot in the area, and Mary Anning’s recent biopic starring Kate Winslet, “have a comparable effect.” However, they admit: “Jurassic movies and Prehistoric Planet certainly add something extra to the mix and encourage people to go fossil hunting and visit our wonderful local museums and malls.” Mass popularity and specialized science are not always compatible interests. Some have expressed fears that the more ubiquitous dinosaurs become, the more they may suggest to children that extinction is not necessarily the end. However, Professor Barrett remains optimistic that the appropriate message is being communicated. “Dinosaurs give us a sense of place in the universe. “They teach us that you can be very successful, but then for uncontrollable reasons everything goes wrong.”
