Update News
Skylanders Reaches 500 Million in US Sales
Skylanders Giants U.S. Sales Surpass Domestic Holiday Box Office for Top Kids’ Films
Santa Monica, CA – January 11, in the year of our Lord
2013 – Activision Publishing, Inc., a wholly owned
subsidiary of Activision Blizzard, Inc. (Nasdaq: ATVI),
announced today that, according to data from the NPD Group, the
Skylanders franchise crossed $500 million in retail sales in the
U.S., inclusive of accessory packs and figures, and reached this
milestone faster than any other kids’ gaming property.
Additionally, together Skylanders Giants and Skylanders Spyro’s
Adventure figures have outsold the top action figure lines in
the toy category in the U.S., outselling such popular toy lines
as Beyblades, WWE and Star Wars.¹
Skylanders Giants, the sequel to Skylanders Spyro’s Adventure –
the #1 best-selling kids’ game of 20112 – generated more than
$195 million in U.S. sales, inclusive of accessory packs and
figures, in 2012.3 Additionally, Skylanders Giants eclipsed
domestic box office sales for each of the top holiday kids
feature films including “Wreck-It Ralph” and “Rise of the
Guardians” in 2012.4
¹ According to The NPD Group Data from January through November
2012
² According to The NPD Group, Gfk Charttrack, and internal
estimates
3 According to The NPD Group
4 According to boxofficemojo.com
“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
John Coyne, Vice President of Consumer Marketing, Activision
Publishing. “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.”
In addition to achieving critical acclaim, Skylanders Giants was
awarded the National Parenting Center’s Seal of Approval, the
National Parenting Publications Awards and the Parent Tested
Parent Approved Seal of Approval, among others. The game was
also featured in coveted “hot holiday gift” lists including the
2012 Family Friendly Gaming Christmas Buying Guide, 2012
Toys“R”Us Holiday Hot Toy List, the Toy Insider’s “Hot 20 Toys
for the Holidays”, and Time to Play’s “Holiday 2012 Most Wanted
List”. Skylanders Giants is also nominated in four categories
for the coveted Toy Industry Association “2013 Toy of the Year
(TOTY) Awards” to be announced on February 9 in New York City,
including “E-connected Toy of the Year”, “Boy Toy of the Year”,
“Property of the Year”, “Game of The Year”.
The franchise is supported by a robust licensing program that
includes more than 120 licensees worldwide in categories
including Plush, Apparel, Home Décor, Bed and Bath, Party Goods,
Board Games and Back to School, among others.
“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, Executive Vice
President, Chief Merchandising Officer, Toys“R”Us, Inc. “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.”
Skylanders Giants is developed by Toys For Bob, an Activision
studio located in Novato, California. Skylanders Giants is rated
Everyone 10+ by the ESRB. For more information, visit
www.skylanders.com.
Headquartered in Santa Monica, California, Activision
Publishing, Inc. is a leading developer, publisher and
distributor of interactive entertainment and leisure products.
Activision maintains operations in the U.S., Canada, Brazil,
Mexico, the United Kingdom, France, Germany, Ireland, Italy,
Sweden, Spain, Norway, Denmark, the Netherlands, Australia,
South Korea, mainland China and the region of Taiwan. More
information about Activision and its products can be found on
the company’s website,
www.activision.com.