Much of the talk around BBC Worldwide, the corporation's commercial arm, is about its 'power-brands'; Doctor Who, Top Gear and BBC Earth. But Walking With Dinosaurs has been quietly conquering the world over the past 14 years, including the TV series being watched in multiple countries and the live arena show visiting 20 cities and performing to 7.2 million people.
This year, the brand is coming out of the shadows with a major 3D movie, two new mobile apps, a brand new website and a game for Sony's Wonderbook augmented reality PlayStation accessory.
Amanda Hill, the former managing director of dinosaurs (surely the best job title in the world) and now chief brands officer at Worldwide, said that the core tenets of the Walking with Dinosaurs brand are "fun, fear and facts".
These three elements can be "dialled up, and dialled down" depending on the medium, but they must always be there, she said. Also, since it launched in 1999 Walking with Dinosaurs has been focused on taking people, both young and old, back to the earth of 70 million years ago.
The BBC works with around eight of the world's leading palaeontologists on the series to ensure that the facts being presented are as close to cutting-edge thinking on dinosaurs as possible. But also dinosaur research is a moving target, and there have been more discoveries in the last four years than the previous 100 years, mostly due to the opening-up of many countries in Asia for exploration.
Sure, Walking with Dinosaurs takes an element of poetic licence with its theoretical modelling of how dinosaurs 'might' have lived and behaved. But as resident palaeontologist, Steve Brusatte, sagely notes, investigating dinosaurs takes a "bit of science and a hell a lot imagination".
Hill said that the reaction from the academic and scientific community to Walking with Dinosaurs has been "really positive", largely because "all palaeontologists want is kids to be interested in dinosaurs".
Following JK Rowling's Book of Spells in 2012, Walking with Dinosaurs will this year become another major licensed property for the Wonderbook, which combines the PS3, the Move controller and the EyeToy to make AR books come to life.
The new game will involve players travelling the world in search of dinosaur bones, and then put the skeletons together so the incredible creatures come to life. Along the way there will be various interactive experiences, such as rubbing the page to clean the bones, and even feeding the giant herbivores. Supermassive Games is handling the development, and whilst the BBC is staying tightlipped on release date, it is expected that the game will arrive in autumn/winter 2013.
> Wonderbook first look at Walking with Dinosaurs, Diggs, Nightcrawler
Worldwide has today launched www.walkingwithdinosaurs.com, a new online extension for the brand with a global focus. Designed with the Red interactive agency, the new website offers a range of interactive dinosaur features, including stand-out infographics for comparing famous dinosaurs with modern-day reference points.
There will also be news and feature articles, videos and the opportunity to post questions direct to Brusatte. At launch, the website will feature galleries of five fascinating dinosaurs, with new species to be added continually.
Visitors will also be able to head to the Walking with Dinosaurs Twitter and Facebook pages to discuss "everything to do with dinosaurs".
Alongside the Wonderbook game and new website, Worldwide is currently working on two new apps for the Walking with Dinosaurs brand.
This includes Walking with Dinosaurs: Digisaurus, developed by Evergreen Films and using state-of-the-art animation and augmented reality to bring dinosaurs to life.
Users point their Apple iOS device at a special poster and then a digital scene magically pops up, featuring an animated dinosaur that runs around and can be interacted with. The app will launch later this year with a Utahraptor and T. Rex.
Stephen Fry has provided narration for a dinosaur encyclopaedia on the iPad. Walking with Dinosaurs: Inside their World features more than 60 fully animated and photo realistic dinosaurs, each with detailed information compiled by expert palaeontologists. It will launch on the iPad but an Android version is also in development.
"Walking with Dinosaurs brings science and entertainment together to create a potent mix of fun, fear and fact," Hill said.
"With the re-launch of this iconic brand we're setting out to captivate audiences, bringing the thrill of discovery to movie screens, live events and online with the launch of our new website, the ultimate celebration of these incredible creatures and our fascination with them."
BBC Worldwide executive vice president of digital entertainment Robert Nashak added: "We are bringing fans an entirely new Walking with Dinosaurs digital experience with an all new website, upcoming apps and a Sony Wonderbook game for PS3.
"Each digital component will give consumers an immersive, 360 degree perspective of these amazing and awesome creatures. There is nothing else like it out there for dinosaur fans."
Also coming this year is Walking with Dinosaurs 3D, a movie co-production between BBC Earth, Evergreen Films, and Reliance Entertainment that is set to hit cinemas on December 20, 2013.
The film tells the story of a family of dinosaur characters torn apart by rivalry and competition in an epic adventure set 70 million years ago.
Walking with Dinosaurs 3D also uses the 3D expertise of James Cameron's Cameron l Pace Group, and will be distributed by 20th Century Fox in the US and the majority of international territories.