Almost a quarter of a million Floppets toys have been sold into Start-rite Shoes, and will be stocked in Brantano, Selfridges, Harrods and hundreds of independent stores.
A special foil pack is handed out with every new pair of back to school shoes, with rarer toys available for lucky buyers.
Start-rite manufactures shoes. It used to have retail outlets but now works on a concession model.
Floppets UK and Europe operations director Damien Cahill told ToyNews: "Floppets are stocked by Toys R Us, The Entertainer and more. I would like to explore the apparel angle more - Floppets are a collectable toy but can also be used as an apparel [accessory].
"They’re available now but the main push is for kids going back to school in September."
The idea is kids can attach the Floppets to add a flash of colour to their school footwear or backpacks.
The products will also be shown of at the MiPR Chrismas Open House in July.