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Toy Fair Spotlight: Geoworld

Introducing Baby Rex”


There are many companies marketing the wonderful world of dinosaurs to children, but one that stood out to me at the 2014 TIA in New York City this year was the efforts of Geoworld. A company that started with a focus on fossil discovery and restoration has grown into a producer of high quality educational toys with a goal of "Bringing the past into the future".

The company was started over 30 years ago by Dr. Stefano Piccini, a geologist and paleontologist from Italy who has a passion for dinosaurs and education. Dr. Piccini has a well respected career in his field, with a history of carefully restoring fossils to help provide a better understanding of the history of the creatures that inhabited the earth millions of years ago.

In their ongoing quest to provide high quality educational toys, Geoworld has started a new adventure series starring Dr. Steve Hunters, a character clearly inspired by Dr. Piccini in both looks and enthusiasm, and "Baby Rex", a three year old T-Rex. Dr. Steve Hunters'Â’ story is available at www.drstevehunters.com, with the final chapter of his introduction being released at TIA this week.

The company makes a nice variety of educational toys that don'Â’t seem like educational toys. The excavation kits are "fossils" encased in gypsum that come with plastic tools that children can use to carefully discover the hidden fossils within. The nicely detailed dinosaur figures come with information cards that can be collected into a neat binder to create a field guide of dinosaur knowledge.

Although I have seen this approach from other companies, the new Dr. Steve Hunters is a fun entry into the mix, with the added realism of him being Dr. Piccini in cartoon form. The quality of the products and attention to detail are there, and the Dr. Steve Hunters character adds a little bit of adventure to this educational toy company. I look forward to the continued adventures of Dr. Steve and his companion "Baby Rex" as they endeavor to "bring the past into the future".



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