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Activision Partners with Toys 'R' Us

Activision Publishing has partnered with Toys 'R' Us to launch its new video game, “Skylanders Spyro's Adventure,” which debuts at North American retail Oct. 16.  The partnership includes exclusive toy/adventure pack releases, first-to-pl

The partnership includes exclusive toy/adventure pack releases, first-to-play opportunities and interactive game displays at over 1,200 TRU stores around the world. 

The companies will unveil the game Oct. 8, rolling-out full game demos and interactive game kiosks in over 1,200 retail locations across the globe. Following the Oct. 16 U.S. launch, players can purchase TRU exclusives like three Skylanders Legendary characters, which feature accompanying in-game skins and power-ups, and the Skylanders Spyro's Adventure Darklight Crypt adventure pack, exclusive at TRU Oct. 16-Nov. 15. 

"Toys 'R' Us has been an avid fan and eager supporter of the Skylanders Spyro's Adventure concept from its inception," says Eric Hirshberg, chief executive officer of Activision Publishing. "This partnership signals our shared belief that the brand is literally a game-changer, transforming children's play in both the physical and digital realms. For the first time ever, kids will be able to bring their toys to life in a video game, and we've developed a slate of exclusive in-store experiences and merchandise to showcase this phenomenon to Toys 'R' Us consumers worldwide."

"We're thrilled to partner with Activision and make Toys 'R' Us the retail launch pad for ‘Skylanders Spyro's Adventure,’" says Jerry Storch, chairman and chief executive officer, Toys 'R' Us. "We believe that the product line will be one of this holiday's hottest gifts and we can't wait to offer customers a one-of-a-kind way to discover Skylanders at our stores."

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