NY TOY FAIR: Activision Adds to Skylanders Lineup

Crayola and General Mills have joined the roster of more than 175 licensees for Activision Publishing Skylanders franchise.

Crayola is planning new Skylanders-branded color and activity formats and will bring the brand to several of its existing platforms including Color Wonder, Giant Coloring Pages and Xtreme Coloring, worldwide.

Beginning in June, a new promotion with General Mills will see Skylanders-shaped fruit-flavored snacks in North America, marking Activision’s first entry into the food category.

“The relationships we have formed with Crayola and General Mills showcase how strong Skylanders has become in just 27 months,” says Ashley Maidy, vice president of global licensing and partnerships, Activision Publishing. “The brand association that comes along with these category giants expands the property’s reach outside of our traditional channels worldwide and fosters a deeper connection with our fans.”

Other new and returning licensees that will launch product assortments in 2014 include Power A (carrying cases and game accessories), Mad Dog Concepts (sleepwear), ABG Accessories (headwear and cold weather), Thermos (lunch kits and FUNtainers), Fab (backpacks and school supplies), PTI (Easter), American Greetings (party goods and supplies) and Rubie’s Costumes (Halloween).