There are four Crate Creatures to collect, hitting the shelves exclusively in Smyths until the end of July.

Each creature features 45+ monster sounds and a voice recorder so children can record messages and play them back in a monster voice.

The exclusive launch saw retailer events occur at Smyths stores across the country, including London Staples Corner and Glasgow Fort Shopping Park. Another event will take place this Saturday 14th July at Ventura Retail Park in Tamworth. The in-store activation will be brought to life with an animated Creature Keeper, who will talk through each creature’s unique features.

Throughout summer the campaign will be supported with a heavyweight PR campaign including influencer videos, TV and digital advertising and social media support.

Alex Barltrop, senior brand manager for MGA Entertainment, commented: “This is an exciting launch for MGA as we unleash our Crate Creatures on the nation. Launched in autumn 2017 across the pond, they’ve been really well received and we’re looking forward to replicating this in the UK market.”