Kellogg’s is teaming up with Topps Match Attax cards to help retailers score.

It is giving away ‘money can’t buy’ packs of the sports trading game with packs of Corn Flakes, Coco Pops and Variety Packs through the convenience channel.

Kellogg’s will also be kitting out retailers with special point of sale materials and is hosting giveaways with trade partners to win signed football shirts.

Kellogg’s UK sales director of specialty channels Nick Dawson said: “This is an incredible promotion for the channel as we know Topps cards rank high for children within convenience and you won’t be able to buy these packs anywhere else. 

“There are a limited number of special packs, so once they’re gone, they’re gone, and as well as being a fantastic freebie, this promotion will help direct shoppers to key brands that sell well in the channel.”