Netherlands-based Glow Europe has announced it will launch Bumpeez in the U.K. August 24.

Aimed at boys and girls 5-11 years old, a Bumpee is a collectible toy consisting of two parts: a circular chip, featuring 100 individual character designs; and a brightly colored, removable silicon ring that comes in different shapes, colors and sizes. When the chip is placed in the ring, Bumpeez can be bounced and used to play games.

The firm lined up 28,000 U.K. retail outlets to distribute Bumpeez priced at £1.99 a pack. Following the U.K. launch, Glow Europe plans to roll out Bumpeez throughout Europe and the rest of the world.

"We're incredibly excited to be launching our product in the U.K. and we're putting all our efforts into creating a playground phenomenon," says Jeroen Menting, managing director of Glow Europe. "Extensive market research in the UK has shown that kids and parents who have trialled the product love Bumpeez, which re-enforced our belief that we were onto something big. The scope, spread and variety of retailers will mean that Bumpeez will be unavoidable when they launch this summer and we have every confidence that they will be the next must-own toy."