Skylanders Franchise Reaches More Than $500 Million in U.S. Retail Sales
Skylanders Giants U.S. Sales Surpass Domestic Holiday Box Office for Top Kids' Films
SANTA MONICA, Calif.--(BUSINESS WIRE)-- 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 2011 [2] — 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]
"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
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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."
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