Skylanders toys outsell Transformers and Star Wars action figures in 2012

Published on 01-11-2013 10:16 AM

9 Comments

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

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9 Comments

JediTricks - 01-11-2013
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I find this somewhat hard to believe, that's a lot of money to generate for "toys" that are just NFC chips under statues.

Lord Malakite - 01-12-2013
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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.

Darth Metalmute - 01-12-2013
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Originally Posted by 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.

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...

Neuroleptic - 01-15-2013
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Originally Posted by 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.

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?

JediTricks - 01-15-2013
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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.

El Chuxter - 01-15-2013
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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.

JediTricks - 01-16-2013
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Originally Posted by 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.

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.

El Chuxter - 01-16-2013
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Not around here. Well, not at most Targets, yet, anyway.

JediTricks - 01-18-2013
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Originally Posted by El Chuxter

Not around here. Well, not at most Targets, yet, anyway.

TRU is $9.99, Targets around here float between that and $11.82.