SOURCE: Imperial Toy, LLC

Imperial Toy, LLC

August 21, 2012 09:10 ET

Imperial Toy Is on a Roll With Its Nationwide Toy Launch of Roxx™ -- A New Head-to-Head Competitive Game of Skillzz for Fall 2012

ROXX to Hit Retail Shelves in August Supported by National Grassroots Sampling Campaign, Comprehensive Advertising Buy, ROXXNation.com Site, Augmented Reality App, Lakers/Clippers Game Sampling Campaign, and The Lakers Youth Foundation Donation

NORTH HILLS, CA--(Marketwire - Aug 21, 2012) - ROXX™, the newest collectible head-to-head competitive game of skillzz, is set to hit retail shelves in August, and meanwhile, kids and collectible fans nationwide are already experiencing the brand at every turn. Imperial Toy is launching ROXX in the United States and will support the toy launch this summer and continue on through the fall with a national grassroots sampling campaign, and an integrated marketing, public relations, and advertising campaign both online and on TV targeting kids throughout North America. Imperial has partnered with TCG (formerly known as The Canadian Group), who is launching this action-packed brand in Canada and Internationally. Imperial Toy and TCG have also developed a comprehensive website, Roxxnation.com and a cutting edge Augmented Reality App, ROXX Nation Image Station, where fans can scan and store their collections.

Aligned with the Simon Property Group, Imperial is participating in a 27-Mall Tour throughout summer and fall, along with an additional 81-Mall promotion for Back-to-School seasons featuring hands-on, interactive gameplay, exciting contests, and sampling to immerse kids and parents with the ROXX brand. In addition, there will be similarly engaging events in multiple cities with Radio Disney local stations targeting high-traffic family audiences all summer. Imperial will showcase ROXX at major media events to include the Time to Play Magazine's Holiday Media Preview in September 2012, held in New York City. Imperial also will engage with thousands of basketball fans in a ROXX sampling campaign at a Lakers game in November 2012, held in Los Angeles, along with a significant on court company donation presentation to the Lakers Youth Foundation.

"ROXX is an incredibly fun game that we believe will really catch on in the U.S.! Whether kids flip them, spin them, roll them or flick them, ROXX is a game of skill that will get kids launching ROXX to win them all," said Peter Tiger, co-President of Imperial Toy. 

"We believe ROXX will be the next big toy craze beginning this summer and transitioning beyond. We are extremely excited to launch the line with major retailer partners around the world," added Michael Albert, partner, TCG.

ROXX is rooted in the old school New York street game called "Skullies," but adds a simple yet addictive game play power system, along with an online component that extends the game to the web, iPhones or iPads, all of which will help kids (and adults) Launch, Trade and Collect Classic and Deluxe ROXX in each Series release. Series 1 features 72 awesome designs and a variety of dynamic accessories.

ROXX will captivate kids with dynamic digital content on Roxxnation.com as well as the new mobile app, ROXX Nation Image Station. Both digital platforms will allow kids to store, share, trade, show off their digital collection, and interact safely with other ROXX fans. A visit to Roxxnation.com allows kids to learn ROXX tips and TRIXX with interactive video content, as well as locate upcoming ROXX Events and win prizes!

Imperial Toy is securing ROXX licensed assortments which are set to follow the product launch and announce accordingly in the future months ahead.

About Imperial Toy
Founded in 1969, Imperial Toy is a leading maker of licensed and non-licensed kids' bubbles, seasonal products and novelty toys. Imperial Toy brands include Miracle® Bubbles, Super Miracle® Bubbles, SMB Premium Plus®, Googly®, Optrix™, KAOS™, Legends of the Wild West®, Runway Pink® and Zooma™. We produce licensed products for industry giants, including Disney®, Nickelodeon®, Thomas the Tank®, Little Tikes®, Marvel®, Sanrio®, KIDZ BOP, Hasbro® and more. Imperial distributes products in over 75 countries worldwide, has offices in Los Angeles, Hong Kong and Modena, Italy, and distribution centers in Mississippi, Mexico and San Diego. For more information about Imperial Toy please visit www.imperialtoy.com.

About TCG
TCG (formerly The Canadian Group) is a privately held company, owned by three recognized industry leaders with more than 100 years of expertise. The company began in 1998 and operates two distinct, non-competing businesses. As a manufacturer, TCG offers a variety of products for the whole family including puzzles, games, activities, and room décor -- "the best in fun." Well known for the SURE-LOX® brand of puzzles, TCG utilizes a consumer driven approach to innovation along with the best materials and processes to offer outstanding product quality at great prices in over 30 countries. The Canadian Group, TCG's Canadian Sales Representation organization, offers unparalleled, full service distribution to top toy manufacturers including Eolo-Sport, Hong Kong Cititoy, Imperial Toy, Kid Galaxy, Maisto International, McFarlane Toys, PlaSmart, Savvy, Tara Toy, and Yomega in the Canadian market.

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