Crayola® and General Mills Join Activision’s Robust Licensing Portfolio for Its Award-Winning Skylanders Franchise

  Crayola® and General Mills Join Activision’s Robust Licensing Portfolio for   Its Award-Winning Skylanders Franchise     #1 Best-Selling Kids Video Game Franchise of 2013 Worldwide^1 Increases                 Licensing Footprint to More Than 175 Licensees  Business Wire  SANTA MONICA, Calif. -- February 14, 2014  Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard, Inc. (NASDAQ: ATVI), announced today an impressive roster of global licensees for its award-winning Skylanders franchise. Landmark new relationships with Crayola® and General Mills underscores the popularity of the Skylanders property and drives the expansion of merchandising program into new categories. Activision’s robust licensing portfolio, featuring more than 175 licensees, is set to deliver meaningful brand extensions for the #1 kids’ video game franchise in the world^1.  (Photo: Business Wire)  (Photo: Business Wire)  “The relationships we have formed with Crayola and General Mills showcase how strong Skylanders has become in just 27 months,” said Ashley Maidy, vice president of global licensing and partnerships for Activision Publishing. “The brand association that comes along with these category giants expands the property’s reach outside of our traditional channels worldwide and fosters a deeper connection with our fans.”  As a result of these collaborations, a number of exciting new products and promotions will come to market this year, including:    *Activision and Crayola will introduce unique Skylanders-branded color and     activity formats. The specialty line will include Crayola’s signature     formats including Color Wonder, Giant Coloring Pages and Xtreme Coloring,     among other new platforms and will be available this holiday at top retail     channels worldwide.   *Starting in June, a new promotion with General Mills will release     Skylanders-shaped Fruit Flavored Snacks to fans all over North America.     This relationship marks Activision’s first entry into the category and     will bring six character favorites, including Chompy, Gill Grunt, Jet Vac,     Kaos, Stealth Elf and Eruptor to grocery stores, supermarkets, drug stores     and mass market retailers.  New and returning licensees will launch product assortments in 2014 including: POWER A (Carrying Cases & Game Accessories), Mad Dog Concepts (Sleepwear), ABG Accessories (Headwear & Cold Weather), Thermos (Lunch Kits & FUNtainers™), FAB (Backpacks & School Supplies), PTI (Easter), American Greetings (Party Goods & Supplies) and Rubie’s Costumes (Halloween).  Activision’s rich licensing and promotional announcement comes on the heels of a successful 2013 for the Skylanders brand. Skylanders figures outsold all action figure lines worldwide in 2013 for the second consecutive year, beating out the top three action figure lines combined^2. Having surpassed the $2 billion mark in sales, including 175 million toys sold worldwide in just 27 months^1, Skylanders is now in the top 20 video game franchises of all time^1 and continues to set benchmarks for the toys-to-life category.  About the Skylanders® Franchise  The award-winning, $2 billion Skylanders franchise pioneered the toys-to-life category in 2011 with the debut of Skylanders Spyro’s Adventure®. The game 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. In October 2012, Skylanders Giants™ further evolved the genre and added the mega-sized Giant Skylanders 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 franchise’s latest innovation, Skylanders SWAP Force™, launched in October 2013 and introduced an all new play pattern – swapability. The game was developed by Vicarious Visions and is rated E10+ by the ESRB. www.skylanders.com  About Activision Publishing  Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide  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, Denmark, the Netherlands, Australia, Singapore, mainland China, Hong Kong and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com.  © 2014 Activision Publishing, Inc., SKYLANDERS, SKYLANDERS SWAP FORCE, SKYLANDERS GIANTS, SKYLANDERS SPYRO’S ADVENTURE, LIGHTCORE, and ACTIVISION are trademarks of Activision Publishing, Inc.  ^1Based on revenue, according to The NPD Group, Gfk Media Control® and Activision internal estimates, including toys and accessories, life to date  ^2Based on Activision internal estimates  Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140214005884/en/  Multimedia Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50805036&lang=en  Contact:  PMK•BNC Michele Wyman 310.854.3264 michele.wyman@pmkbnc.com or Activision Publishing, Inc. Dior Brown 424.744.5864 dior.brown@activision.com