ADDING MULTIMEDIA Skylanders SWAP Force™ “Mixes It Up” at Toy Fair 2013

  ADDING MULTIMEDIA Skylanders SWAP Force™ “Mixes It Up” at Toy Fair 2013

     From the Innovators Who Brought “Toys to Life” Comes an Entirely New
                           Innovation – Swapability

16 New Characters With Swappable Top and Bottom Halves Can Be Customized into
 More Than 250 Unique Combinations, Taking Skylanders and the “Toys to Life”
                           Category to a New Level

Stellar HD Graphics Deliver Cinema-Quality Visuals and Storytelling, Immersing
                    Players in Gameplay Like Never Before

TOY FAIR 2013

Business Wire

SANTA MONICA, Calif. -- February 5, 2013

In just over a year, the novel concept of bringing toys to life has made
Skylanders one of the most beloved and successful children’s video game
franchises of all time^1, establishing a new category in family entertainment.
Today, Activision Publishing, Inc., a wholly owned subsidiary of Activision
Blizzard, Inc. (NASDAQ: ATVI), revealed Skylanders SWAP Force,  the next
installment in the popular franchise, which will be featured at Toy Fair 2013,
February 10-13 at the Javits Center in New York City, in booth 3061.

SWAP Force builds upon the success of the franchise’s signature gameplay with
an all-new innovative play pattern -- swapability -- that gives kids more
choice than ever before by letting them swap the top and bottom halves of the
toys to create their own characters. The game lets Portal Masters reconfigure
16 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. Fans of the franchise also can play Skylanders SWAP Force with their
entire collection of characters from both Skylanders Spyro’s Adventure^® and
Skylanders Giants™, now with the added capability of jumping.

“With Skylanders, we didn’t just create a beloved new franchise, we actually
created an entirely new category that brings the world of physical toys and
video games together like never before. And now with Skylanders SWAP Force, we
are pushing the genre we created forward with another big innovation:
customization,” said Eric Hirshberg, CEO of Activision Publishing, Inc. “The
idea that kids can customize their own characters in the physical world, and
have their unique combinations recognized in the virtual world, is an idea as
big as the concept of bringing toys to life itself.”

In Skylanders SWAP Force, Portal Masters embark on an all-new adventure in the
mysterious Cloudbreak Islands, home to a mystical volcano that erupts every
hundred years to replenish the magic in Skylands. During an epic battle, a
brave group of Skylanders were caught in the volcano’s eruption, which blasted
them apart and sent them to earth. But, the magic of the volcano gave these
heroes a remarkable new power -- the ability to swap halves -- turning them
into a special team known as the SWAP Force. Meanwhile, Kaos is back with a
new evil plan. And now, Portal Masters everywhere must reassemblethe SWAP
Force -- in their original form or in new combinations -- and send them back
to Cloudbreak to save Skylands!

Skylanders SWAP Force features 16 new SWAP Force characters, along with 32
core Skylanders characters (16 completely new Skylanders and 16 new versions
of fan favorite characters from previous games) and eight new  LightCore™
characters. Skylanders SWAP Force also delivers high-resolution graphics that
bring the game’s detailed characters and rich environments to life, immersing
players in the gameplay like never before.

“Skylanders Giantswas named to our 2012 Holiday Hot Toy List for good reason
– it extended the franchise’s breakthrough gameplay and its performance at
retail has been incredible. We’re continually impressed by
theoriginalitythat Activision delivers in bringing toys to life,” said Jerry
Storch, Chairman and CEO, Toys“R”Us, Inc. “The innovationof allowing kids to
customize their toys in the real world and then send them into the Skylanders
SWAP Force game is sure to raise the bar for the franchise.”

About Skylanders

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 year^2. 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 that have
helped the franchise achieve more than $500 million in U.S. retail sales,
including accessories and figures, reaching the milestone faster than any
other kids gaming property.^3 Skylanders SWAP Force is being developed by
Vicarious Visions, an Activision studio. The game has not yet been rated by
the ESRB. For more information, visit www.skylanders.com.

Activision Publishing Broadcast Media Center

Members of the media can visit Activision Publishing’s Broadcast Media Center
to download broadcast quality video, web-ready video and high-resolution
images. Members of the media using Pathfire can take advantage of a Pathfire
enabled video download.

Broadcast Media Center: http://activisionvideo.com

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 website, www.activision.com.

^1  According to NPD data tracking of videogame sales since 1996
^2   According to NPD, GfK Chart-track and Internal estimates
^3   According to The NPD Group Data from October 2011 through December 2012,
     inclusive of accessory packs and figures

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.

© 2013 Activision Publishing, Inc. SKYLANDERS SWAP FORCE, SKYLANDERS GIANTS,
SKYLANDERS SPYRO’S ADVENTURE, LIGHTCORE and ACTIVISION are trademarks of
Activision Publishing, Inc.

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http://www.businesswire.com/multimedia/home/20130205005785/en/

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50553155&lang=en

Contact:

Activision, Inc.
Kerstine Johnson
Sr. Director, PR
310-255-2508
kjohnson@activision.com
or
PMK-BNC
Tania Kingsrud
310-854-4774
tania.kingsrud@pmkbnc.com
 
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