ACTIVISION

How do we break the noise of the already crowded, frenetic gaming space to make Skylanders a must have on every wish list?

We partnered with Toys “R” Us to create immersive, larger-than-life experiences to introduce the game in stores. You probably expected something like that. But to imbue the launch with an extra cool factor and generate some word of mouth, our plan also included exclusive custom characters and in-game content. Once word got out, the in-store events began drawing crowds that bordered on ridiculous.

Sales beat projections by 200%.
Top selling game at Toys “R” Us for two consecutive holiday seasons.
250 million action figures sold since debut.
Skylanders is now the #1 kids console franchise in North America.