New Line Television, Toys ‘R’ Us and Dark Horse Comics have created a Halloween retail event surrounding the animated series The Mask. The national promotion gives children visiting Toys ‘R’ Us stores a limited edition The Mask comic book with any purchase.

‘Retail partners are terrific for providing promotional exposure. There is the potential of huge traffic with kids-our target audience-looking at signage, seeing the merchandise and receiving the premiums. In addition, retailers like Toys ‘R’ Us use Sunday circular vehicles that reach 50 million households,’ says Chris Russo, senior vice president, marketing for New Line Television.

The Mask’s retail program includes in-store signage and a premium offer from Dark Horse Comics featuring a Halloween comic book available exclusively at Toys ‘R’ Us stores. Dark Horse Comics will also be advertising the premium comic book in multiple Dark Horse Comics series, including The Adventures of The Mask and Star Wars.

Toys ‘R’ Us will support the promotion with newspaper circulars and The Mask character will make special appearances in retail stores in key locations.

The next big promotional event for New Line Cinema will involve a cross-over of animated characters in which Ace Ventura meets The Mask next February. Each character will appear in the other’s show.