The Chaotic trading card game (TCG) from 4Kids rolled out to wider retail last month, after its debut at Toys R Us.
The TCG has been available exclusively at Toys R Us since November 2008. Distributed by Esdevium Games in the UK, the game is now available at Game, Borders, WHSmiths, Smyths, The Entertainer, Hamley’s, Play.com, Amazon, Gamestation in addition to Toys R Us and specialty game shops.
The mass market roll out is being supported by TV advertising in the form of 30 second and 10 second adverts with over 750 TVRs, as well as online and print activity in boys’ magazines and banner adverts and a competition on the Jetix website.
Esdevium also kicked off a UK Store Challenge last month as part of its organized play activity at core game and hobby stores. The tournament culminates in the National Launch Championship at UK Games Expo in Birmingham on June 7th.
Steve Buckmaster, director of sales at Esdevium commented: “We’re naturally very excited about Chaotic’s successful launch in the UK.
"This is a game and a property that has everything going for it and we believe it will be an evergreen brand in the collectible card game category for years to come.”
Chaotic TGC also celebrated its EMEA (Europe, Middle East and Africa) launch at the Nuremburg Toy Fair in February.
Spin Master has been appointed as the exclusive worldwide licensee to design, develop and manufacture toys including action figures and collectables, and to distribute the toys in the UK, France and Mexico. The first toys are expected to hit UK retail shelves early 2010.
During 2008, the Chaotic TCG was the Number one selling TCG in Canada and among the top five selling trading card games sold at mass retailers in the US.
The Chaotic website (www.chaoticgame.com) has over 1.4 million registered users and those users have uploaded nearly 60 million cards.
The Chaotic animated TV series launched early January 2009 in the UK on Jetix. The series, airs on weekdays and weekend mornings and is ranked as the network’s number two show for boys aged four to 15.
Sandra Vauthier-Cellier, MD of 4Kids Entertainment said: “Chaotic is showing steady growth in North America, the UK and Europe and now that fans will be able to find the trading card game at top game retailers across the UK, we’re looking forward to a strong year for the property.”