In tandem with the summer theatrical release of Teenage Mutant Ninja Turtles: Out of the Shadows, Nickelodeon and Toys “R” Us Europe will roll out a robust consumer products program based on the anthropomorphic reptiles.

Dedicated in-store boutiques, digital experiences and an exclusive sweepstakes contest are among the highlights of the program that will reach Toys “R” Us locations in the UK, Spain, Portugal, France and Poland.

Other features will include in-store meet-and-greets with Donatello, Leonardo, Michelangelo and Raphael, a Turtles takeover on the Toys “R” Us Europe e-commerce site and social channels, a new MEGA Bloks range, plus exclusive new Turtles products from Playmates Toys, including a TMNT Movie Mask that is currently available in-store.

And in related TMNT marketing news, Nickelodeon has also announced a collaboration with popular UK fashion brand HYPE on an apparel and accessories line for adults and kids (jackets, t-shirts, tote bags and caps) featuring retro TMNT logos and depictions of the IP’s heroes and villains.

The first wave of products rolls out today at HYPE’s London-based Box Park Store and at other retail locations across select regions, including the UK and Channel Islands, Ireland, Belgium, Denmark, France, Finland, Germany, Italy, the Netherlands, Norway, Poland, Spain, Sweden, Switzerland, China, Hong Kong, India, Indonesia, Malaysia and Thailand.

The campaign’s villains-based wave of apparel will launch in October.