Retailer Smyths Toys Superstores is teaming up with The Pokmon Company for the first time as part of a new campaign.
As part of the inaugural retail activation between the two firms, the toy specialist's 80 UK and Irish outlets will feature a range of activities and offers from the four weeks between August 24th and September 20th, covering the August Bank Holiday and back-to-school period.
This includes a multiline unit for the display of the Pokmon Trading Card Game: Shiny Rayquaza-EX Box, which will be exclusive to Smyths for a four week period.
The card game box features a rare ‘shiny' edition of the rare Pokmon Rayquaza, plus an oversized foil card of Shiny Mega Rayquaza.
Fans will be able to get a virtual version of the Shiny Rayquaza in the Pokmon Omega Ruby and Alpha Sapphire titles via a free serial code from Smyths staff.
For anyone who's ever been curious about what it would be like to hug a gigantic electric mouse, Smyths stores will also play host to fan-favourite Pokmon Pikachu, who will make guest appearances during the period.
The Pokmon Company will support the promotion, which ties in with the launch of the new Pokmon Trading Card Game expansion pack, XY – Ancient Origins, with a major TV ad campaign aimed at kids' television.
The promotion comes as Pokmon expands its UK market development team in London, on back of its growth across Europe.
According to research outlet The NPD Group, sales of the Pokmon Trading Card Game in the first quarter of 2015 were up more than a third (35 per cent) versus the same period last year, and up 60 per cent on 2013.
Meanwhile, Pokmon X and Y have sold over 13 million units worldwide since October 2013, while 2014's follow-ups – Omega Ruby and Pokmon Alpha Sapphire – have sold more than 10 million copies.