Skylanders Hits Half Billion in U.S. Sales

By David Radd

Posted January 14, 2013

Activision revealed that their Skylanders franchise has earned over $500 million in the U.S. market. The hybrid toy-video game makes money through the sale of action figures and accessory packs, with the recently released Skylanders Giants generating $195 million in revenue.

"Just a year ago, the concept of bringing toys to life in a virtual world was an untested play pattern that Activision and Toys For Bob believed in," said Joshua Taub, vice president of product management at Activision Publishing. "Now the category has been established in the market and embraced by parents and kids everywhere."

Skylanders has expanded beyond the realm of plastic action figures and video games, now including plush toys, clothing, board games, school equipment and furniture. Find out more about how Activision made Skylanders into a big brand in this exclusive [a]list interview.


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