Homebrew News

Originally Posted by wraggster

It is a myth that the market for kids’ video games is declining.
Tie-ins for the latest Cartoon Network IP or Disney movie may not be selling in the same numbers as they were ten years ago. But video games have long outgrown its role as another piece of SpongeBob SquarePants or Toy Story merchandise.
Up until recently, only Pokémon, Mario and Sonic have managed to break out and become more than just video game brands. But today things have changed.
Lately, in the UK, kids IP such as Moshi Monsters and Angry Birds have flooded retail with toys and accessories, while across Europe you’ll find extensive licensing programmes for Ubisoft’s Rabbids and Sony’s Invizimals.
The latest to join the list of video game-cum-kids phenomenon is Activision’s Skylanders. A toy/game hybrid that has dominated retail this year. By combining the sales of the game with its toy accessories, it’s actually made more money than any other game this year. More than Borderlands 2. More than FIFA 13.
ON THE SHOULDERS OF GIANTS
The second stage of Skylanders’ bid to become a $1bn kids sensation began last week with the arrival of Skylanders Giants.
The new game was joined by a range of new toys (super-sized ones plus ‘Lightcore’ models that light-up), while a range of Skylanders merchandise is poised to swamp the High Street. Stores will soon be filled with Skylanders plush toys, accessories, apparel, trading cards, stickers, books, backpacks, annuals, skateboards and scooters.
“Currently we have almost 100 licensees outside of the United States,” says international licensing director Andrea Green.
“Our largest base is here in Europe, with their largest in the UK. Licensing has already become a major part of the entire Skylanders experience.
“A wealth of products are already on shelves and this will only continue to increase as we head into 2013.”
She added:?“Our licensees are best in class. We are only looking to work with those companies committed to triple-A quality. We expect the same passion and execution that we bring to our game.
“Some of our most passionate licensees came to us as their children play Skylanders. It makes for a very strong motivated partnership.”
Licensing is only one part of Activision’s plans for global domination with Skylanders. The publisher is spending millions on marketing Giants, and in the UK that includes advertising around The X Factor final, The Simpsons and via partnerships with Nickelodeon, Disney and Cartoon Network.
Activision’s European marketing director Ian McClellan adds: “This Christmas is going to be giant. In Skylanders Giants, we have an incredible innovation that brings together the world of video games and the world of action figures. This means that we not only have campaign elements that showcase the quality of the video game, but we also have elements that showcase the amazing new line-up of characters.
“Our focus of the campaign is bringing the Skylanders to life. And so expect to see new and creative ways of highlighting all the great innovation and fun of Skylanders on TV, in the digital and social spaces, as well as in retail.
“It is very exciting to see the level of excitement across the industry.”

http://www.mcvuk.com/news/read/one-g...anders/0105309