California-based manufacturer Imperial Toy has partnered with Toronto, Canada-based TCG (formerly The Canadian Group), to launch its new boy-targeting collectible trading game ROXX at US retail this month.

Imperial will support the launch in North America through the fall with a national TV, radio and online marketing campaign, a new website, roxxnation.com, and an augmented reality app called ROXX Nation Image Station.

In addition, Imperial and Simon Property Group are launching an extensive mall tour featuring hands-on gaming sessions, contests, and sampling for kids and parents, and a ROXX sampling campaign will take place at a Los Angeles Lakers game in November 2012.

ROXX, based on a New York street game called Skullies, includes collectible pieces, carrying and display cases, and additional accessories. Kids can launch, trade and collect ROXX products across multiple platforms including online and iOS devices.

TCG, which is launching the brand in Canada and internationally, recently named UK agent Lisle International Licensing as the L&M agent for ROXX in Europe (including the UK), Australia, New Zealand, Russia and the Middle East.