The Pokémon Company International has announced its first retail activation with Smyths Toys Superstores.
The activation has been planned to suit the Smyths Toys Superstores customer, and The Pokémon Company International will support the collaboration with an extensive TV advertising campaign. The activity will kick off on 24th August, run for four weeks until 20th September and extend to Smyths Toys’ 80 stores throughout the UK and Ireland.
The cross-category promotion will support the launch of the latest Pokémon Trading Card Game expansion, XY—Ancient Origins, plus the evergreen Pokémon video games and a range of Pokémon toys from master toy licensor Tomy. It involves a multiline unit for the display of the Pokémon TCG: Shiny Rayquaza-EX Box—exclusive to Smyths Toys for a limited four week period —which features a rare shiny version of the Legendary Pokémon Rayquaza, plus a foil oversize card featuring Shiny Mega Rayquaza. Also included are selected toys from Tomy’s range and Pokémon video games for Nintendo 3DS and 2DS systems.
Fans can request a free serial code from store staff, which they can enter into their Pokémon Omega Ruby or Pokémon Alpha Sapphire game to receive a special Shiny Rayquaza. In battle, this powerful Pokémon can become the stunning Shiny Mega Rayquaza! †
Pikachu is scheduled to make guest appearances in selected branches of Smyths Toys throughout the promotion.
Mathieu Galante, senior market development manager at The Pokémon Company International, commented: “We see Smyths Toys as a key strategic partner for the Pokémon brand. The beautifully designed TCG box and Shiny Rayquaza distribution have been carefully put together to appeal to young fans who love Pokémon and we are anticipating that consumers will relish what’s in store.”