The castles will be rolled out across 197 Matalan stores and will feature trigger sensors that produce light and sound effects as shoppers pass under them.

The units are produced using screen-printed display board and litho mounted corrugated substrates that are fully recyclable.

The in-store materials are part of a broader Halloween campaign that includes direct mail, leaflet drops and interactive bus shelters.

The purpose of the gondola units is not only to draw people into that section of the shop, but also to channel shoppers out of the main thoroughfares of the store to different areas.

Matalan's Debbie Burrell said: "Feedback from shoppers, kids in particular, has been fabulous - kids are getting excited about Haloween already! This is a ground-breaking innovation for Matalan. I am very proud of what we have achieved with this campaign and the close relationship we have with Simpson Group to be able to work together to make it happen."

Simpson Group director Neil Johnson said that "customers are calling more and more for campaign management now" and said that being ablre  to source items such as the sensor chips provided a closer and more interesting relationship. "You get to be seen as the in-store specialist," he said.