Company Announces Global Marketing Partnership with Toys“R” Us
London, UK– 11 th February, 2011– Activision Publishing, Inc. (Nasdaq: ATVI) announced today the worldwide debut of Skylanders Spyro’s Adventure , an entertainment breakthrough for the toy and video game industries. Through an innovative use of technology, the game allows players to transport real-world toys into virtual worlds of adventure through the“ Portal of Power™.” These“toys with brains” can come to life inside the game in connection with multiple gaming platforms, as well as on handheld gaming devices, mobile devices and on the web, remembering achievements and level-ups wherever they go. This marks a wholesale change in the interaction between toys and video games, opening up new possibilities and revenue streams for both industries.
“These are more than action figures. They are inter-action figures,” said Eric Hirshberg, CEO of Activision Publishing.“By pairing world class character design, world class video game design and world class story telling into one entertainment experience, we’ve given players a whole new genre that bridges the gap between the real and virtual worlds. From the first time a kid picked up a stick and pretended it was a sword, toys have unlocked kids’ imaginations. And how often have you wanted to bring those toys to life, to see them become animated and take them on an adventure? Skylanders Spyro’s Adventure does just that.”
This new interactive experience will make its worldwide debut and be available for demos at the American International Toy Fair (Booth #3055), which takes place 13th– 16th February at the Jacob Javits Convention Center in New York City.
Activision brought its gaming expertise together with top Hollywood creative talent to bring Skylanders Spyro’s Adventure to life. The game and technology was developed by Activision’s Novato, California studio, Toys for Bob, led by creative director and studio head, Paul Reiche. The adventure driven story was penned by two of the Academy Award nominated writers of the original Toy Story movie, Alek Sokolow and Joel Cohen. The result is a line of highly collectible characters, an engaging story, and an immersive interactive entertainment experience.
There are many unique and innovative elements to this experience, including:
· Each Character Has its Own Unique Powers– In addition to the highly collectible design and personalities of the toys themselves, each character has different powers and abilities, opening different experiences inside the game. Players can drop in and out of each level with as many different characters as they like, making each players experience unique.
· Toys With Brains– Each toy/character remembers the player’s shared experiences. Achievements and leveled up capabilities earned in the game are embedded inside the toy and travel with the toy. Wherever the toy goes, its experiences go with it.
· Portal of Power – The Portal of Power serves as the gateway between our world and the amazing world of the characters in Skylanders Spyro’s Adventure .
· Play With Friends– By placing two characters on the Portal of Power at once, players can team up together for cooperative play, or face off in player versus player battle arenas utilizing their leveled up characters.
· Diverse Experiences on Diverse Devices– While the toys can be used with gaming consoles to play the disc based game, completely different gaming experiences await them on the mobile app and inside the Web World, each of which were designed specifically for those platforms. The result is a remarkable number of different gaming experiences in one game.
To support the launch of the game, Toys“R” Us will join forces with Activision for a global marketing partnership in which stores across the globe will feature several Skylanders Spyro’s Adventure exclusives this autumn.
“We began discussing this concept with Activision and immediately knew merging the world of toys and video games together in Skylanders Spyro’s Adventure would capture the imagination of a wide range of consumers, including kids, toy collectors and video game enthusiasts,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “We believe this product line is among the most exciting and unique offerings that will be seen at Toy Fair this year, and we are excited to partner with Activision to bring Skylanders Spyro’s Adventure to Toys“R”Us stores this fall.”
Skylanders Spyro’s Adventure lets kids take on the role of a powerful Portal Master, who can control over 30 different characters, including the beloved purple dragon Spyro. Each of these heroes is a protector of an amazing, mysterious world, but they have been ejected from their world by the sinister Portal Master known as Kaos and now they are frozen in our world as toys. Only the players of Skylanders Spyro’s Adventure can get them back into their world, by embarking on a fantastical journey where they will explore mythical lands, battle menacing, outlandish creatures, collect treasures, and solve challenging puzzles as a part of the quest to save their world.
Skylanders Spyro’s Adventure is developed by Toys For Bob, an Activision studio located in Novato, California. The game is not yet rated by the BBFC. For more information, visit www.skylandersgame.com
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About Toys“R”Us, Inc.
Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,570 stores, including 858 Toys“R”Us and Babies“R”Us stores in the United States, and more than 510 international stores and 200 licensed stores in 33 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 associates worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.
About Activision Publishing, Inc.
Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.
Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com.
Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing’s expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision Publishing generally uses words such as“outlook,”“will,”“could,”“would,”“might,”“remains,”“to be,”“plans,”“believes,”“may,”“expects,”“intends,”“anticipates,”“estimate,” future,”“plan,”“positioned,”“potential,”“project,”“remain,”“scheduled,”“set to,”“subject to,”“upcoming” and similar expressions to identify forward-looking statements. Factors that could cause Activision Publishing’s actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales levels of Activision Publishing’s titles, shifts in consumer spending trends, the impact of the current macroeconomic environment, the seasonal and cyclical nature of the interactive game market, Activision Publishing’s ability to predict consumer preferences among competing hardware platforms, declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision Publishing’s products, adoption rate and availability of new hardware (including peripherals) and related software, industry competition including from used games and other forms of entertainment, litigation risks and associated costs, rapid changes in technology, industry standards, business models including online and used games, and consumer preferences, including interest in specific genres such as music, first-person action and massively multiplayer online games, protection of proprietary rights, maintenance of relationships with key personnel, customers, licensees, licensors, vendors, and third-party developers, including the ability to attract, retain and develop key personnel and developers that can create high quality“hit” titles, counterparty risks relating to customers, licensees, licensors and manufacturers, domestic and international economic, financial and political conditions and policies, foreign exchange rates and tax rates, and the identification of suitable future acquisition opportunities and potential challenges associated with geographic expansion, and the other factors identified in the risk factors sections of Activision Blizzard’s most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.
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Skylanders Spyro’s Adventure is a trademark and Spyro and Activision are registered trademarks of Activision Publishing, Inc. All other trademarks and trade names are the properties of their respective owners. All rights reserved.
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