Skylanders Ruling the Toy Aisles Worldwide in 2013

skylanders giants logoOne can’t deny the impact Skylanders has had on the toy industry – the model of a physical toy interacting with a video game is popping up everywhere, from Disney Infinity to Star Wars Angry Birds. Since it’s introduction, Skylanders figures have been at the top of the sales chart with the franchise generating more than $1.5 billion in worldwide retail sales and for 2013 – they’ve outsold all other action figure properties in both the US and Europe. The third console entry in the franchise, Swap Force, is due out this holiday season and will integrate a “build your own character” aspect to the game where you can mix and match figure parts – and play your own combinations in the game.

To read Activision’s entire press release with all these details on Skylanders’ success, keep reading after the jump!


Skylanders Giants #1 best-selling console and hand-held video game in dollars in both U.S. and Europe year-to-date in 20132


SANTA MONICA, Calif. – August 15, 2013 – Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard, Inc. (NASDAQ: ATVI), announced today that SkylandersTM figures outsold all action-figure properties in the U.S. and Europe year-to-date in 2013 — and the Skylanders property outpaced all toy properties overall in the U.K. year-to-date as of June 30, 2013.¹

As of July 31, 2013, the Skylanders franchise has generated life-to-date more than $1.5 billion in worldwide retail sales²; and year-to-date in 2013, in both North America and Europe, Skylanders GiantsTM was the #1 best-selling console and hand-held game overall in dollars.²

“We began something very special with Skylanders and the magic of bringing toys to life through a video game,” said Eric Hirshberg, CEO, Activision Publishing.  “But it’s not just about the game.  We know the toys have to be just as creative and imaginative as the kids that play with them, and that’s why we’re so excited to bring even more innovations — like dynamic swapability — to this genre when Skylanders SWAP Force™ comes out in October.”

Skylanders Spyro’s AdventureTM and Skylanders Giants were developed by Toys For Bob, and Skylanders SWAP Force is being developed by Vicarious Visions. The games are rated Everyone 10+ by the ESRB. For more information, visit

¹ According to The US NPD Group and Activision internal estimates through June 2013

2 According to The US NPD Group, GfK Media Control and Activision internal estimates, including toys and accessory packs.


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