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
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
*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.
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:
Activision Publishing, Inc.
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