Smyths to Feature Pokémon in U.K.

British toy retailer to offer exclusive products and meet-and-greets.

The Pokémon Company International is planning its first-ever retail activation with Smyths Toys Superstores at 80 locations across the U.K. and Ireland.

The promotion, which will include exclusive products, character meet-and-greets and video game bonuses, will kick off Aug. 24 and run for four weeks through the August Bank Holiday and back-to-school period.

The campaign is being launched in support of the release 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.

Smyths stores will feature a multi-line display unit for the Pokémon TCG: Shiny Rayquaza-EX Box, exclusive to the retailer for a limited four-week period. Among the products that will be showcased are a rare Shiny version of the Legendary Pokémon Rayquaza, a foil oversize card featuring Shiny Mega Rayquaza, selected toys from Tomy’s range and Pokémon video games for Nintendo 3DS and 2DS.

Customers will also have a chance to meet Pikachu in person, with the character scheduled to make guest appearances in select branches throughout the promotional period.

Additionally, fans can request a free serial code from Smyths staff, which they can enter into their "Pokémon Omega Ruby" or "Pokémon Alpha Sapphire" game to receive a special Shiny Rayquaza.

The Pokémon Company International will support the collaboration with an extensive TV advertising campaign.

“We see Smyths Toys Superstores as a key strategic partner for the Pokémon brand," says Mathieu Galante, senior market development manager, The Pokémon Company International. "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.”