Magic Box's new collectable, Heroes – Legend of the Battle Disks, will be sampled via a number of methods including retailer promotions and kids’ magazine deals.
In addition, TV advertising is set to begin next week and will run for the next six weeks.
Magic Box says retail support has 'been exceptional across all sectors' and a huge range of outlets are on board, including Tesco, Sainsbury’s, Asda, Morrisons, WH Smith, Toys R Us, The Entertainer and Game, as well as mass coverage in the news trade.
Esdevium Games is distributing the Heroes line and also has great confidence in Magic Box’s experience of launching collectable crazes.
Sales director, Steve Buckmaster, commented: "Magic Box always do a fantastic job bringing their products to market - the success of Gogo’s really highlights that for us. We believe Heroes to be the next evolution in blind bag collectables."