Activision's Skylanders surpasses $500m in US sales, "humbled" by success
Posted: 11.01.2013 15:21 by Simon Priest Comments: 1
Kapow! Activision announces that their crazy idea of blending real world toys with video games is... actually rather profitable. According to NPD data, US retail sales are over half a billion for it.

That includes all the sales for accessory packs and figures. It's the fastest among kids gaming to reach the $500m milestone. In fact they're outselling Beyblades, WWE and Star Wars.

Activision Publishing is beside itself as they see a continuing rise in sales for the new franchise, and proof that this 'new category' in the market wasn't so crazy after all.

"Just a year ago, the concept of bringing toys to life in a virtual world was an untested play pattern that Activision and Toys For Bob believed in. Now the category has been established in the market and embraced by parents and kids everywhere,” said Activision Publishing VP of Consumer Marketing, John Coyne.

"We’re humbled by the continued support and acclaim from parents, kids and critics alike, but more importantly, it’s gratifying to see kids excited about the adventures that await them both in the digital and physical worlds.”

The Skylanders series has already seen a number of awards like the "National Parenting Center’s Seal of Approval, the National Parenting Publications Awards and the Parent Tested Parent Approved Seal of Approval, among others." Apparently Skylanders Giants is also nominated in four categories at the Toy Industry Association “2013 Toy of the Year (TOTY) Awards”, which is held February 9th in New York City.

"Even before the concept was fully formed, we were immediately taken with the charm and magic behind the Skylanders property and following the highly successful introduction of Skylanders Spyro’s Adventures, we knew that Skylanders Giants would be a top-seller in 2012," said Richard Barry, Toys“R”Us executive VP.

"We believe that Skylanders is one of the most innovative and exciting toy properties to hit the market and are thrilled to continue our strong support of the brand.” In the UK Skylanders has become the third best-selling franchise, according to Chart Track data, putting it behind Call of Duty and EA Sports' FIFA.


By JonahFalcon (SI Elite) on Jan 11, 2013
Skylanders is a real phenomenon. Even adults are into the "gotta catch 'em all" with figurines - especially the rare silver versions.