Activision’s Skylanders franchise has reached new heights, officially surpassing the US$500 million mark in US retail sales, becoming the fastest kids gaming property to accomplish such a feat.
According to data from The NPD Group, together Skylanders Giants and Skylanders Spyro’s Adventure figures have outsold action figure lines such as Beyblade, WWE and Star Wars in the US toy category. Developed by Toys For Bob, Skylanders generated more than US$195 million in domestic sales, inclusive of accessory packs and figures, in 2012. Sales of the IP’s latest video game title Skylanders Giants eclipsed the domestic box office sales of each of the top holiday kids feature films, including Wreck-It Ralph and Rise of the Guardians in 2012.
The Skylanders gaming franchise boasts a licensing program that includes more than 120 licensees worldwide in categories such as plush, apparel and home décor.