After an exclusive spell in Toys R Us, the Chaotic trading card game from 4Kids is now available across a wide range of stores.
Distributed by Esdevium Games in the UK, the likes of Game, Borders, WH Smith, Smyths, The Entertainer, Hamleys, Play.com, Amazon and Gamestation are all stocking the game.
The mass market roll out is being supported by TV advertising in the form of 30-second and ten-second ads, with over 750 TVRs, as well as online and print activity in boys' magazines and banner adverts and a competition on the Jetix website.
In addition, Esdevium has kicked off a UK Store Challenge as part of its organised play activity at core game and hobby stores. The tournament culminates in the National Launch Championship at UK Games Expo in Birmingham on June 7th.
"We're naturally very excited about Chaotic's successful launch in the UK," said Steve Buckmaster, director of sales at Esdevium. "This is a game and a property that has everything going for it, and we believe it will be an evergreen brand in the collectible card game category for years to come."