Walkers is set to capitalise on the Pokemon craze after being awarded a licence to feature the brand in its marketing next year.
Pepsico-owned Walkers, which includes the Walkers Crisps, French Fries, Quavers, Doritos and Monster Munch brands in its portfolio, secured the licence from Nintendo.
The snacks group has no plans to develop a Pokemon branded snack, but spokeswoman Michelle Kelso said Pokemon characters could be featured on packaging and used in prize promotions, scratchcard games and as giveaway collectibles, as Walkers used Star Wars characters in its previous licensing activity.
Pokemon - or 'pocket monsters' - began as a craze in Japan before becoming popular in the West with a film, console game and TV shows featuring the characters.
The brand already has licensing links with Kellogg, Yoplait Dairy Crest, Heinz, KP Foods and Burger King, which is now planning a another promotion to support a second Pokemon film, released on December 22.