Chris Kerwick, a brands manager at Hershey, said the promotion encompasses nearly all Hershey brands and is the company's largest ever in scope.
"We've never done as many different brand and pack types together before," she said.
Certain elements of the promotion, executed by ProServ, Alexandria, Va., will extend to Canada and Mexico.
Hershey is introducing its first candy bar molded to fit an outside property, a line of nine "dino" designs under its flagship Hershey bar complete with a new "Lost World" label.
Plans also call for two novelty candy products: plastic cane-shape tubes filled with combinations of candies such as Twizzlers, Reese's Pieces and Kisses, capped off with dinosaur-shape plastic toppers. One topper can be used as a water squirter and the other as an ink-pad stamp.
In addition, Hershey is adding a dinosaur shape to its Amazin' Fruit Gummies and is bringing out Reese's Pieces Dinosaur Eggs.
The holographic bags to be used for different varieties of candy will cut across eight confectionery lines and come in four collectible styles.
While no advertising is planned, Brands Manager Lynne Edwards said a major component of the tie-in will be a consumer promotion called "Surviving the Lost World."
"Dinosaurs have great appeal across all age groups, and we feel we can have a lasting impact with this promotion," she said.
The promotion features an on-pack offer for a Survival Kit that includes a T-shirt, water bottle, flashlight, lunchbox and backpack.
To hype the offer, Hershey is running a free-standing newspaper insert May 11 and has created 9-foot-tall store displays.
To make its promotion stand out in theaters, Hershey will supply holographic