Activision Publishing and Viacom International Media Networks will partner to promote Activision’s new family franchise, Skylanders Spyro’s Adventure, in key territories across Europe this fall. The partnership is a first for both companies.

Nickelodeon and Activision will host a series of co-branded live events with on-air and digital promotion. Live events will feature the opportunity to play the new Skylanders Spyro’s Adventure game, the Nickelodeon Slime truck branded for the new property and a themed stage show.

The tour will make stops in the U.K., France, Germany, Italy, Netherlands, Sweden and Spain.

“We are very excited to be combining Nickelodeon’s fun nature and strength as a family brand with the magic of Skylanders Spyro’s Adventure, to debut a bespoke interactive tour of Europe," says Imke Heinrich, marketing manager, Activision Publishing Europe. "We believe this will be the ideal platform to connect with fans across Europe, giving them the opportunity to be amongst the first in the world to play the Skylanders Spyro’s Adventure game and enjoy fun-filled activities in a fully immersive environment."

"Nickelodeon is a powerful brand which engages with kids and families on a global scale," says Antonio Canto, senior vice president, Viacom Brand Solutions International. "Our expertise and knowledge of our audience and markets allow us to provide the ultimate multi-platform marketing campaign to launch Activision’s new product. This is the first bespoke on the ground marketing tour for both Nickelodeon and Activision–taking the new product to seven countries over ten events across Europe.”