Bobby Kotick has warned the markets to expect shortages of its innovative kids title Skylanders this Christmas.
The game uses augmented reality technology to place real-life monster figurines into the game. This of course leads to a secondary trade in the figures for Activision.
It is currently available on Xbox 360, PS3 and Wii.
Since its release in October the game has “outperformed expectations”, the Activision Blizzard chief executive told the Reuters Media Summit.
"(Skylanders) is in high demand. Retailers across the board are concerned that they will be out of inventory well before Christmas. There's nothing we can do because they are made offshore and we can't get product made that quickly.”
The game has performed strongly in the UK charts. After a slow start it has progressively increased sales and currently sits at 14th in the All Formats Top 40.