SKYLANDERS™ FRANCHISE: THE SUCCESS
STORY
Background
Skylanders Spyro’s Adventure ® changed the way kids look at toys and video
games, as well as how they interact with them by ‘Bringing Toys to Life’. In a
boldly innovative adventure game that carved out a new category in the
industry of video games and toys, players collect real-world toys and transport
them directly into the game using a mystical Portal of Power®.™
Each toy contains a “brain” that remembers the player’s shared experiences
and leveled-up abilities (e.g. stats, ability and attack upgrades, and gold
collected) directly within each toy and this allows players to personally
customize and power-up their characters
Using the mystical Portal of Power®, players lead a team of heroic Skylanders
characters in an adventure to save their world. Portal Masters will journey
through areas of Skylands, encountering enemies, solving fun puzzles,
overcoming hazards and obstacles, and finding a variety of collectable
rewards and treasure
Following the worldwide success of the original game, its sequel Skylanders
Giants™ built upon the breakthrough fundamentals of Skylanders Spyro’s
Adventure —merging the physical and virtual realms with an innovative line
of cross-platform toys with “brains,” which players everywhere can magically
bring to life in the world of Skylands
Through its success the Skylanders franchise has also joined the mobile
gaming world by bringing its signature blend of physical and virtual play from
the console experience to mobile devices with:
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•
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Skylanders Battlegrounds™
Skylanders Lost Islands™
Skylanders Cloud Patrol™
Franchise Success
The Skylanders franchise (incl toys) crossed $500 million in U.S. sales, reaching this
milestone faster than any other kids’ gaming property
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Skylanders Spyro’s Adventure was the #1 best-selling kids’ game of 2011¹
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Skylanders Giants (incl toys) generated more than $195 million in U.S. sales 2
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Skylanders was the second largest videogame franchise in 2012, behind Call of Duty 3
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Over 19 million Skylanders toys have been sold across Europe since the release of
Skylanders Spyro’s Adventure 4
¹According to The NPD Group, Gfk Charttrack, and internal estimates
²According to The NPD Group
3According to NPD, GfK and Internal estimates, inclusive of video game accessories
4According to MC GfK data from January through November 2012
Accolades
Skylanders Spyro’s Adventure and Skylanders Giants has been awarded a number of
industry accolades and nominations across the U.S. and Europe, including:
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National Parenting Center’s Seal of Approval (U.S.)
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National Parenting Publications Awards (U.S.)
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Parent Tested Parent Approved Seal of Approval (U.S.)
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BAFTA and Mums’ Choice Awards (UK)
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Giga Maus Awards (Germany)
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Italian Games Awards “Product of the Year 2011”
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Swedish Games Awards “Franchise of the Year 2012”
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Top Toys Award at Kid Expo 2012 (France)
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2013 Toy of the Year Awards Nomination: “Game of the Year”
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2013 Toy of the Year Awards Nomination: “Property of the Year”
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2013 Toy of the Year Awards Nomination: “Boy Toy of the Year”
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2013 Toy of the Year Awards Nomination: “E-connected Toy of the Year”
Skylanders Giants has also been featured in coveted “hot holiday gift” lists, including:
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2012 Toys“R”Us Holiday Hot Toy List
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Toy Insider’s “Hot 20 Toys for the Holidays”
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Time to Play’s “Holiday 2012 Most Wanted List”
Licensing Program
The Skylanders franchise is supported by a robust licensing program that includes more
than 120 licensees worldwide in more than 75 different categories, including Plush,
Apparel, Home Décor, Bed and Bath, Party Goods, Board Games and Back to School,
among others