Concept Art Versus Final Art
Store Displays & Merchandising
Recollections of Warren Bosch
Design Sketches & Notes
The History of Tyco Toys
Color Mock-Ups
Actual Colors May Vary
The Very First Dino-Rider
MUSEUM Original Retail Prices
Story Development Materials
Product Line Notes & Presentations
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The History of Tyco Toys

While researching the history of Tyco Toys, I came across the following short excerpt that discussed Tyco's unconventional strategy of launching the Dino-Riders toyline on the day after Christmas:

The survival rate for most new toys is pretty dismal.  But Tyco Toys Inc. has devised a marketing strategy for one of its new toy lines that sounds practically suicidal.  Even though Christmas gifts account for roughly 60% of all toy sales, the company is ignoring the holiday altogether this year.  Not until Dec. 26 will it begin a $10 million advertising and promotional push for its Dino-Riders line of dinosaur action figures.  Moreover, kids will be itchy to spend holiday gift money and will probably have a few presents they want to exchange as well.  Robert Lurie, Tyco's vice president of advertising, says the post-Christmas introduction of the Dino-Riders line is primarily a marketing decision, but he concedes that production delays also influenced the timing. "About two-thirds of the line could have been ready for Christmas," he says, "but if we had hurried it, the quality and authenticity of the dinosaurs might not have been as good."

The following is a chronological history of Tyco Toys, courtesy of

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