• Skylanders toys outsell Transformers and Star Wars action figures in 2012

      Skylanders is $500,000,000 big. That’s half of a billion dollars in retail sales between the toys and the two games. Skylanders Giants alone raked in $195 million in U.S. sales in the last quarter of 2012.


      “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. Now the category has been established in the market and embraced by parents and kids everywhere,” said Activision Publishing vice president of consumer marketing John Coyne in a statement. “We’re humbled by the continued support and acclaim from parents, kids and critics alike, but more importantly, it’s gratifying to see kids excited about the adventures that await them both in the digital and physical worlds.”


      Skylanders is one of the fastest kids-focused properties to reach this level of financial success. Activision obviously found something big here with this title’s formula, which allows physical toys to communicate and interact with a virtual world. When gamers place a character’s action figure on a special device connected to a gaming console, the character becomes playable in the game.


      That interconnection between the plastic and digital led to stunning toy sales. Skylanders was the top-selling line of action figures for 2012 through November. The game’s toys outsold both the Transformers and Star Wars lines of action figures.


      “Even before the concept was fully formed, we were immediately taken with the charm and magic behind the Skylanders property, and following the highly successful introduction of Skylanders Spyro’s Adventures, we knew that Skylanders Giants would be a top-seller in 2012,” said Toys ‘R’ Us chief merchandising officer Richard Barry. “We believe that Skylanders is one of the most innovative and exciting toy properties to hit the market and are thrilled to continue our strong support of the brand.”


      Skylanders is definitely positioned as Activision’s next big annualized gaming franchise. The challenge, as always, is keeping the game fresh while pleasing the current (committed) fanbase.

      Read more at http://venturebeat.com/2013/01/11/sk...ktjvHZGy3L3.99
      Buy the hottest collectibles from: BigBadToyStore.com and BriansToys.com.


      Comments 9 Comments
      1. JediTricks's Avatar
        JediTricks -
        I find this somewhat hard to believe, that's a lot of money to generate for "toys" that are just NFC chips under statues.
      1. Lord Malakite's Avatar
        Lord Malakite -
        I can believe it. If there were a way to measure it I think you'll find that the motivation for most of those sales (unlike Transformers and Star Wars) were because of the downloadable content for the video games from the chips, not because of the "toys" in of themselves.
      1. Darth Metalmute's Avatar
        Darth Metalmute -
        Quote Originally Posted by Lord Malakite View Post
        I can believe it. If there were a way to measure it I think you'll find that the motivation for most of those sales (unlike Transformers and Star Wars) were because of the downloadable content for the video games from the chips, not because of the "toys" in of themselves.
        Plus, Skylanders actually released figures last year whereas Star Wars and Transformers only released one wave apiece in February and it sat on the shelves. Throw in the fact that the gam cost 70 dollars and each figure cost 8-15 a piece and you got quite a racket...
      1. Neuroleptic's Avatar
        Neuroleptic -
        Quote Originally Posted by JediTricks View Post
        I find this somewhat hard to believe, that's a lot of money to generate for "toys" that are just NFC chips under statues.
        Not surprised at all. You have to remember that nearly the entire country last year for at least the star wars line saw almost no new prodect from mid February through clear to today. The star wars line had to have done terribly last year with so little new product hitting shelves for almost a full year.

        And on top of that, this year they're canceling the build a droid line and going to put vintage on hiatus for a while so really, who knows what we'll see for . . . a good chunck of this year as well?
      1. JediTricks's Avatar
        JediTricks -
        They're claiming half a billion dollars in sales in 2012 though, that's a lot for the toy industry for a line that isn't even sold on the toy aisle and requires an expensive game and reader. Crazy. Activision has to be happy, but they they better watch out, that kind of fad can't last terribly long.
      1. El Chuxter's Avatar
        El Chuxter -
        Maybe I missed it in the article, but what are they counting in "Skylander sales"? The figurines only, or the game and everything else? Heck, buy just the basic set, and isn't that like $80 right there? Even at TRU prices, that's almost seven Star Wars figures.
      1. JediTricks's Avatar
        JediTricks -
        Quote Originally Posted by El Chuxter View Post
        Maybe I missed it in the article, but what are they counting in "Skylander sales"? The figurines only, or the game and everything else? Heck, buy just the basic set, and isn't that like $80 right there? Even at TRU prices, that's almost seven Star Wars figures.
        I think the article doesn't say, but I've read that a lot of these sales are from the toys, not the game and its reader portal accessory which are, as you said, around $80.

        TRU is cheaper for SW basics than Target now.
      1. El Chuxter's Avatar
        El Chuxter -
        Not around here. Well, not at most Targets, yet, anyway.
      1. JediTricks's Avatar
        JediTricks -
        Quote Originally Posted by El Chuxter View Post
        Not around here. Well, not at most Targets, yet, anyway.
        TRU is $9.99, Targets around here float between that and $11.82.
    • Recent Forum Posts

      TeeEye7

      World War II buffs....

      Indeed! Praise be to Al Gore!

      TeeEye7 13 Minutes Ago Go to last post
      OC47151

      What have you watched recently?

      Patton 360 is good. My only complaint about the series was it rushed through late 1944 and the rest of the war too fast.

      The French gov't

      OC47151 5 Hours Ago Go to last post
      OC47151

      Survivor: Cagayan

      It was a good one. Tony is one paranoid dude. Working it way too hard. The lies will catch up with him.

      Next week looks good with Woo (Wooo!!)

      OC47151 5 Hours Ago Go to last post
      DarthQuack

      Survivor: Cagayan

      Fun episode tonight, loved Spencer's reaction at the end.

      DarthQuack 6 Hours Ago Go to last post
      Lord Malakite

      Cosmos (with N.d.G. Tyson)

      Not certain if it'll be back or not for a second season. From what I've read I've been getting the impression that this may have always been intended

      Lord Malakite 6 Hours Ago Go to last post
      Snowtrooper

      What have you watched recently?

      Well.......since you put it that way, then I guess Transformers is one of my favorite franchises as well. It seems like they've made a couple

      Snowtrooper 7 Hours Ago Go to last post
      Tycho

      3 3/4" Black Series wave 3

      I might buy 2 Stormtroopers for myself if I find them.

      Why?

      They never made Lando Unleashed and while Bespin Lando is overdone

      Tycho 7 Hours Ago Go to last post
      Tycho

      ARCHER on FX (or, possibly, better yet, on DVD!)

      I know. That made me laugh. I'm glad that Mama Archer didn't get it because it would be in character that she'd be clueless on that one.

      Tycho 8 Hours Ago Go to last post
      Tycho

      What have you watched recently?

      Watching the Military History Channel, I am watching an episode focused on Patton (Battlefields 360).

      I did not realize that Hitler got the

      Tycho 8 Hours Ago Go to last post
      OC47151

      What have you watched recently?

      I'm waiting for the extended version that's bound to be released later this year. Still need to pick up the extended version of the first Hobbit, too.

      OC47151 9 Hours Ago Go to last post
    Single Sign On provided by vBSSO