Toy retail giant Toys R Us has compared the hunger for Activision's Skylanders to the crazed fenzy that surrounded virtual pet toy Tamagotchi in the mid ‘90s.
The release of new figures for the game regularly leads to pre-opening queues at Toys R Us outlets across the US.
The consumer is absolutely looking for the product and we continue to see Skylanders as one of our best sellers in the store,” the retailer's divisional merchandising manager for electronics and entertainment Troy Peterson told The New York Post.
We are consistently ordering products from Activision and are planning the business with them so we can meet the demand.
As with any high-demand product, what we do as a retailer is try to be very organised and create lines with the guests, set expectations with them in terms of the inventory that we have. Our intent is to meet demand and exceed expectation with that.
Toys R Us over its history, it has always been a top video game destination, I think that Skylanders has just reiterated and solidified that. We continue to plan Skylanders Giants with Activision and we are once again going to be the global launch partners with them.
We plan to have exclusive product offerings like last year. We plan to be the No.1 retailer for Skylanders again, just like we were last year.”