Activision Expands Skylanders

Activision Publishing’s Skylanders property continues its successful run with the announcement of a sequel game, new action figures and partnerships for game accessories.

The first title in the series, “Skylanders Spyro's Adventure,” was the No. 1 best-selling game in the first quarter for both handheld and console playing systems, according to the NPD Group.

The fact that the game includes more than 30 different toy playing pieces, sold separately, certainly helped boost the game to the top spot of the rankings, which are based on total revenue.

This innovative physical toy/virtual game combination has been the key to Skylanders’ success. Players collect Skylanders figures which they then “bring to life” in the video game by placing them on the Portal of Power (a base station that reads a chip in the physical toy).

"It was a simple idea really–bridging the gap between real and virtual play–but one that required tremendous creativity to execute and communicate to our audience,” says Eric Hirshberg, chief executive officer, Activision Publishing. “It spawned a new category and a new platform for play in an overwhelmingly challenging marketplace. We couldn't be happier that there is an ever-growing universe of Portal Masters out there."

At the Electronic Entertainment Expo Tuesday, Activision announced a sequel, “Skylanders Giants,” set to be released this October, along with 20 new figures. In conjunction with Activision’s announcement, manufacturer Power A has announced a new collection of licensed Skylanders video game accessories. The line will include branded controllers, as well as storage and display solutions for the Skylanders figures

Activision will be presenting both Skylanders properties in Booth 5778 at Licensing Expo, June 12-14 in Las Vegas, Nev.