Tomy has partnered with The Entertainer for a Battroborg campaign that will see the live demonstrations of the toy take place in a range of stores.
Consumers will be able to get their hands on the product and play the game against local boxing champions.
Two customers from each participating store will be able take home a special limited edition gold Battroborg robot.
“Battroborg is promising to be the ‘must have’ boys toy this Christmas - it’s a great mix of family fun and technology," said James Cokell, Tomy brand manager.
"We’re really excited to be working with The Entertainer to reach out to consumers by demonstrating the product in full battling action. Being able to battle against top boxers for the chance to win limited edition golden Battroborg is sure to be a big hit with kids of all ages too.”
This campaign will be backed by a marketing programme of TV product placement, social media activity, blogger reviews and competitions which will run throughout the launch and the Christmas buying period.
“Working with Tomy to promote Battroborg in our stores provides another reason for consumers to visit in the run up to Christmas," added Stuart Grant, buying director at The Entertainer.
"The Christmas boys’ toy market is a battle in its own right and we think Battroborg is a heavyweight contender.”