British baking company Warburtons has created a brand new dinosaur exhibit – made up of 2,500 of its giant crumpet range at the Natural History Museum in London to celebrate the launch of McFly band member Tom Fletcher’s new book The Christmasaurus.
The two-and-a-half-metre structure was admired by Fletcher’s family and friends and the popstar was equally impressed himself.
“It’s amazing! I had avoided seeing any pictures of it being drawn, as I wanted to see it for the first time in its buttery toasted flesh.”
The Christmasaurus is Fletcher’s latest novel for young children after the success of The Dinosaur That Pooped series.
Sally Stanton, head of marketing at Warburtons, commented: “The Christmasaurus really is such an entertaining read, so is a natural fit for our family brand. After hearing that Tom Fletcher’s elves loved crumpets just as much as we do, we figured it was a fantastic opportunity to join forces and create the Christmasaurus out of crumpets.”
Warburtons’ Giant Crumpets launched last year and has since become a favourite among the nation after almost 18m units have sold since the product landed on retailers’ shelves a year ago.
The Christmasaurus will be in stores from Thursday 6 October.
In September, Warburtons bolstered its portfolio with a range of new Protein, loaves, wraps, rolls and thins.