The expected dinosaur craze (AA, April 17) expands beyond movies to cable TV in a new 30-second I.D. for Discovery Kids. Digital studio Spontaneous Combustion, New York, created the special effects, in which a mad scientist watches in amazement as a glob of DNA goo evolves into a roaring little dinosaur, which then devolves back into a gelatinous pile. The goo then transforms into a 3-D Discovery Kids logo. The I.D. debuts this month in the U.S. and began running in Latin America in late April. Executive creative director: Tony Robins. Co-creative director/head of CGI: Sam DeWitt.