Activision Publishing’s Skylanders franchise has reached $500 million in retail sales faster than any other kids’ gaming property, according to new data from The NPD Group.
The report also shows that figures for the two games in the Skylanders franchise, “Skylanders Giants” and “Skylanders Spyro’s Adventure,” have outsold other top action figure lines in the toy category in the U.S. including Beyblades, WWE and Star Wars.
“Skylanders Giants”–the sequel to “Skylanders Spyro’s Adventure,” which was the No. 1 best-selling kids’ game of 2011–generated more than $195 million in U.S. sales in 2012, including the sale of accessory packs and figures.
“Just a year ago, the concept of bringing toys to life in a virtual world was an untested play pattern that Activision and Toys For Bob believed in. Now the category has been established in the market and embraced by parents and kids everywhere,” says John Coyne, vice president of consumer marketing, Activision. “We’re humbled by the continued support and acclaim from parents, kids and critics alike, but more importantly, it’s gratifying to see kids excited about the adventures that await them both in the digital and physical worlds.”
The Skylanders franchise is supported by a licensing program that includes more than 120 licensees worldwide in categories including plush, apparel, home décor, bed and bath, party goods, board games and back-to-school.
“Even before the concept was fully formed, we were immediately taken with the charm and magic behind the Skylanders property, and following the highly successful introduction of ‘Skylanders Spyro’s Adventures,’ we knew that ‘Skylanders Giants’ would be a top seller in 2012,” says Richard Barry, executive vice president, chief merchandising officer, Toys ‘R’ Us. “We believe that Skylanders is one of the most innovative and exciting toy properties to hit the market and are thrilled to continue our strong support of the brand.”