Mar 2, 2012

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Skylanders Sees Heavy Licensing & Retail Support

Skylanders Sees Heavy Licensing & Retail Support

With the news of stores sold out of the same figurines that are available on sites such as eBay, it’s no surprise that Activision’s Skylanders: Spyro’s Adventure has exceeded well past expectations. So what is next for the title that requires players to collect over 37 figurines to fully experience the game? It would seem that the answer is to branch out into other markets.

At a recent Activision event, 150 licensing executives were in attendance to get the rights to Skylanders. One such licensee, Penguin Children’s Books, already has plans to release five Skylanders-related books this year. John Coyne, Skylanders’ VP of Consumer Marketing, spoke to MCV:

“That deal is just the tip of the iceberg. I’ve worked on a number of these IPs for the likes of Mattel and Spin Master in previous roles, and you can sense things are going well when people approach you about licensing opportunities, rather than you having to approach them. That’s what we’re seeing here.”

“Lunch boxes, apparel, back packs, publishing, other toy areas – these are all things that are currently in the works. Hopefully Skylanders will be everywhere. It tends to go that way. Once kids get into something, they really get into it. You see that on a number of movie properties and TV shows. It becomes a lifestyle thing for them. Skylanders is following that curve.”

He also remarks that retailers are in full support of the brand as it brings children back to the stores weekly.  He adds:

“Coming from the toy industry, I never underestimate the importance and power of retail. That hands-on experience, to be able to see something and interact with it at retail, was something we knew was going to be important from the start. Kids are going back to stores week-in week-out looking for new Skylanders, which is a great thing for retail.”

[Source: IndustryGamers]