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Skylanders Franchise Rakes In Monster Sales


Surprising no one, especially those with children who can’t get enough of the toys and games, the Skylanders franchise has surpassed $500 million in U.S. retail sales. In other news, water is wet!

A press release went out today, detailing Skylanders’ prolific rise ever since its debut in 2011. John Coyne, Vice President of Consumer Marketing, Activision Publishing said, “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”

According to the press release and NPD Group Data from January through November 2012, Skylanders Spyro’s Adventure and Skylanders: Giants figures have outsold toy line juggernauts like Beyblades, WWE, and Star Wars. And according to a report from, Skylanders: Giants made even more money than the kid-friendly movies, Wreck-It-Ralph and Legend of the Guardians, raking in over $195 million in the U.S. alone.

The franchise has also garnered awards, such as the National Parenting Center’s Seal of Approval, the National Parenting Publication Awards, and the Parent Tested Parent Approved Seal of Approval. But perhaps even more exciting is being featured as part of the “hot holiday gift” lists, such as the 2012 Toys “R” Us Hot Toy List.

And Coyne was right, because it certainly has been established in the market. You can find Skylanders merchandise almost anywhere you go that retail goods are being sold. Part of this is because the franchise has been licensed for categories like plush, apparel, home decor, bed and bath, and a whole host of other products. Just as the monsters can jump into the video game realm, they can also jump out and into a bigger world of merchandising!

Let us know if you’ve contributed to these amazing sales numbers by buying up the figures and games en masse. And if you have, let us know what you think of them!

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