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TRU Readies for New Skylanders Game

Toys ‘R’ Us stores worldwide and Toysrus.com will launch the latest extension in Activision’s Skylanders franchise, "Skylanders Trap Team, Oct. 5.

April 6, 2018

3 Min Read

Toys ‘R’ Us stores worldwide and Toysrus.com will launch the latest extension in Activision’s Skylanders franchise, "Skylanders Trap Team," Oct. 5.

Named as one of the “Fabulous 15” on TRU’s 2014 Holiday Hot Toy List, the new video game reverses the magic of the toys-to-life play pattern by introducing an innovation that, for the first time ever, lets players take a digital character and bring it to life in the physical world.

“Skylanders is a franchise that is built on magical innovation, and our commitment is to try to deliver that with each and every new game. 'Skylanders Trap Team' certainly carries on that tradition,” says Eric Hirshberg, chief executive officer, Activision Publishing. “Just as we continue to up our game, TRU is doing the exact same thing. The company has been huge supporters of Skylanders from day one, and that continues this year with the best retail execution we've seen yet. TRU is again helping us bring the magic of Skylanders to life.”

For the fourth consecutive year, TRU will be the only retail store Skylanders fans will find the limited edition Legendary Series of Skylanders toys, including alternative versions of new Trap Team characters and packs, such as Legendary Jawbreaker, Legendary Déjà Vu and Legendary Nightmare Express Adventure Pack, all of which feature enhanced in-game powers.

On Oct. 4 and Oct. 5, the TRU’s international flagship store in New York City will celebrate the launch of Skylanders Trap Team with one-of-a-kind in-store experiences. Customers who visit TRU Times Square from 11:00 a.m. to 5:00 p.m. on both days will be among the first to play the new game at dedicated kiosks throughout the store and receive complimentary giveaways, while supplies last. Fans will also have the opportunity to be digitally teleported into a Skylanders Trap Team Most Wanted photo alongside the most notorious villains in the Skylands including Kaos and Chompy Mage. Street Teams in Times Square will distribute informational cards throughout the weekend to build excitement and awareness of the upcoming launch.

Portal Masters can be among the first to experience the "Skylanders Trap Team" game and exclusive figures on Oct. 5, when TRU stores in the U.S. open one hour early, at 8 a.m. Select locations will also open from 12:01 to 1:00 a.m. on Sunday morning for avid fans eager to master the art of trapping before anyone else.

For the game’s debut, Kaos will be taking over the Toys ‘R’ Us Twitter channel @Toysrus on Oct. 4 from 11:00-11:50 p.m. ET. With his unique brand of humor, this infamous evil villain will interact with fans and build anticipation for the midnight release.

With the Skylanders Trap Team starter pack finally in hand, those customers who participated in the TRU exclusive Skylanders Trap Team Legendary Treasure pre-order program will receive their complimentary Skylanders toy or accessory. They will also be able to enter to win one of the additional Ultimate Legendary prizes, including a $1,000 TRU shopping spree, a life-sized MEGA Bloks Skylander or the ultimate Skylanders bedroom makeover.

Rewards ‘R’ Us loyalty members can enjoy special deals on Skylanders software, figures and accessories when they shop from 8-10 a.m., and at select stores from 12:01am to 1:00am, on Oct. 5.

“Since Activision launched its genre-defining Skylanders franchise, it has continued to deliver new titles that expand the Skylanders universe, providing excitement and rich, imaginative play to a very passionate group of fans. With 'Skylanders Trap Team,' now reversing the magic of toys-to-life, Activision is once again disrupting the video game aisle in a truly engaging way,” says Richard Barry, executive vice president, chief merchandising officer, Toys ‘R’ Us. “A consistent top-seller at Toys ‘R’ Us the last four years, the Skylanders brand is among the most successful kids’ franchises we’ve seen, and we are thrilled to build on our incredible, global retail collaboration with Activision, bringing an immersive Skylanders Trap Team experience to customers around the world.” 

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