Magic Box Toys and Esdevium's new collectable, Star Monsters, has enjoyed a strong debut at UK retail.
Since launching at the beginning of February, reaction from both consumers and retailers has been 'outstanding'.
"Retailers who took launch offers from us have already been back to reorder and we are taking new enquiries every day," said Esdevium Games MD, Steve Buckmaster.
"Star Monsters has got off to a very impressive start.’
Each character has been formed from a star that has fallen to earth, and the star soon transforms into a Star Monster, taking shapes and characteristics from the environment it lands in.
There are 72 different Star Monsters to collect in Series 1, including rare silver and gold editions and special Evolution Star Monsters.
Magic Box Toys UK director, Ben Harper, added: "The reaction to Star Monsters has been fantastic. Consumers and retailers seem to have embraced the concept and the pocket money prices."
Star Monsters is the most TV advertised toy so far in 2016 and TV advertising is set to continue throughout the school Easter holidays.