MGA Entertainment is confident of mirroring the US success of its latest collectables line, Crate Creatures here in the UK.
The firm has launched the line exclusively with Smyths in an initiative running until the end of July, before rolling the line out to wider retail.
Each Crate Creature has its own creature feature, packed with more than 45 monster sounds and a voice recorder, allowing children to record messages and play them back in a monster voice.
The exclusive launch includes three retailer events at Smyths stores across the country including London Staples Corner, Glasgow Fort Shopping Park and Birmingham, Tamworth, Ventura Retail Park.
The in-store activation will be brought to life with an animated Creature Keeper – who will talk through each creature’s features. The summer campaign is supported with a heavyweight PR campaign including influencer videos, TV and digital advertising as well as social media support.
Alex Barltrop, senior brand manager for MGA Entertainment, said: “This is an exciting launch for MGA as we prepare to unleash our Crate Creatures on the nation. Launched in autumn 2017 across the pond, they have been really well received and we are looking forward to replicating this in the UK market.
“The campaign kicks off with an exclusive launch in Smyths with heavyweight marketing support and influencer videos.”