Skylanders Franchise Reaches More Than $1 Billion in Worldwide Retail Sales¹

Sun Feb 10, 2013 12:47pm EST

* Reuters is not responsible for the content in this press release.

More than 100 Million Skylanders Toys Sold to Date²

Skylanders Toys Outsold #1 Action Figures U.S. and Europein 2012³
SANTA MONICA, Calif.--(Business Wire)--
Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard,
Inc. (NASDAQ: ATVI), announced that together Skylanders Spyro`s Adventure and
Skylanders Giants have generated more than $1 billion in retail sales worldwide,
inclusive of toys and accessories -- and the franchise reached this milestone in
just 15 months.¹ 

In 2012, the combined sales of Skylanders Giants and Skylanders Spyro`s
Adventure toys out-sold the top action figure lines in the U.S. and Europe,
including Beyblades, Star Wars and Transformers.³ Additionally, through January
2013, more than 100 million Skylanders toys have been sold at retail.² 

"The Skylanders franchise became the first kids` videogame IP to cross the $1
billion mark in just 15 months4, and I think we are still just starting to
realize its potential," said Eric Hirshberg, CEO of Activision Publishing, Inc.
"We knew that the simple, but magical idea, of bringing your toys to life in a
video game could change both the video game and the toy industries, and more
importantly, change the way kids play. And this fall, we`re looking forward to
delivering to fans our latest break-through innovation, Skylanders SWAP Force,
which lets kids customize their own characters, bringing toys to life to a whole
new level." 

Skylanders SWAP Force lets Portal Masters reconfigure 16 special SWAP Force
characters into more than 250 unique combinations. Kids can mix and match
characters` powers and moves and then bring them to life in the game. In
addition to the new SWAP Force characters, the gamefeatures 32 core Skylanders
characters (16 completely new Skylanders characters and 16 new versions of
fan-favorite characters from previous games) and eight new LightCore characters.

Fans of the franchise also can play Skylanders SWAP Force with their entire
collection of toys from both Skylanders Spyro`s Adventure and Skylanders Giants,
now with the added capability of jumping. The new gamealso delivers
high-resolution graphics that bring detailed characters and rich environments to
life, immersing players in the gameplay like never before. 

The recently revealed Skylanders SWAP Force will be featured at Toy Fair 2013,
February 10-13 at the Javits Center in New York City in booth 3061. 

About the Skylanders Franchise

In 2011,Skylanders Spyro`s Adventure originated a new play pattern that
seamlessly bridged physical and virtual worlds across multiple platforms and
became the top-selling kids` videogame of the year2. In October of 2012,
Skylanders Giants further evolved the genre and added the mega-sized Giants and
LightCore characters to the collection of interaction figures. Skylanders Giants
was awarded the "e-Connected Toy of the Year" at the 13th Annual Toy of the Year
(TOTY) Awards. The next innovation in the franchise Skylanders SWAP
Force,expected to be released in fall 2013, is being developed by Vicarious
Visions, an Activision studio. The game has not yet been rated by the ESRB. For
more information, visit

About Activision Publishing, Inc.

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, mainland China and the region of Taiwan. More
information about Activision and its products can be found on the company`s

1Inclusive of toys and accessory packs, according to The NPD Group, GfK
Chart-track and Activision Internal estimates 

²Inclusive of toys and accessory packs, according to The NPD Group, GfK
Chart-track and Activision Internal Estimates 

³According to Activision Internal Estimates 

4Inclusive of toys and accessory packs, according to The NPD Group, GfK
Chart-track and Activision Internal Estimates 

Cautionary Note Regarding Forward-looking Statements: Information in this press
release that involves Activision Publishing`s expectations, plans, intentions or
strategies regarding the future, are forward-looking statements that are not
facts and involve a number of risks and uncertainties. Factors that could cause
Activision Publishing`s actual future results to differ materially from those
expressed in the forward-looking statements set forth in this release include
unanticipated product delays and other factors identified in the risk factors
sections of Activision Blizzard`s most recent annual report on Form 10-K and any
subsequent quarterly reports on Form 10-Q. 

The forward-looking statements in this release are based upon information
available to Activision Publishing and Activision Blizzard as of the date of
this release, and neither Activision Publishing nor Activision Blizzard assumes
any obligation to update any such forward-looking statements. Forward-looking
statements believed to be true when made may ultimately prove to be incorrect.
These statements are not guarantees of the future performance of Activision
Publishing or Activision Blizzard and are subject to risks, uncertainties and
other factors, some of which are beyond its control and may cause actual results
to differ materially from current expectations. 

LIGHTCORE, and ACTIVISION are trademarks of Activision Publishing, Inc.

Photos/Multimedia Gallery Available:

Activision, Inc.
Kerstine Johnson, 310-255-2508
Sr. Director, PR
Tania Kingsrud, 310-854-4774

Copyright Business Wire 2013

Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.