Activision Publishing has extended its partnerships with General Mills and Crayola for its Skylanders brand and unveiled new "Trap Team" toys in advance of New York Toy Fair, which will kick off this weekend.
Beginning Saturday, specially marked Big G cereal boxes in North America will feature a new interactive version of the "Skylanders Skystones" mini-game, which is part of the Skylanders video games. Fans will find "Skylanders Skystones" packs inside boxes of Honey Nut Cheerios, Cinnamon Toast Crunch, Reese’s Puffs, Trix and Lucky Charms. Each pack contains 10 cards, two of which are “boss” villain cards, that will also unlock exclusive content in the free "Skylanders Collection Vault" app.
In April, Crayola will release a new limited edition "Skylanders Trap Team" Crayola Color Alive! starter pack exclusively at Toys 'R' Us, allowing kids to bring their coloring to life on mobile devices and consoles. The limited edition pack will feature unique black and white line art of Skylanders characters.
Additionally, Crayola has just released a new Crayola’s Color Alive! Skylanders coloring book in the U.S., which includes a Magic Crayon that transforms coloring into special effects on mobile devices.
“We’re excited to extend our relationships with General Mills and Crayola for yet another year,” says Ashley Maidy, vice president of global licensing and partnerships, Activision Publishing. “Both brands are category leaders and have long been a mainstay for kids around the world. We believe these partnerships match the affinity our fans express for the Skylanders franchise.”
Finally, Activision has also unveiled a new line of action figures that will be released for Valentine’s Day and spring.
The special edition toys include the Valentine’s Day character Love Potion Pop Fizz, which is now available, as well as the new Skylanders Minis collectibles, Power Punch Pet-Vac and Eggsellent Weeruptor.