Activision's Skylanders IP has taken charge of the toy market.
The publisher has revealed that Skylanders figures have outsold all other action figure properties in the US and Europe so far in 2013.
That means the likes of Transformers, Star Wars, Ben 10, Batman, WWE, Spider-Man, Toy Story and Superman have all been outdone by Activision's video games tie-ins.
Furthermore, the Skylanders brand has outpaced every single toy property in the UK so far this year.
Life-to-date sales for the franchise now stand at over $1.5bn. Activision reckons that Skylanders Giants is also the best-selling console and handheld game overall in North America and Europe this year in raw value terms.
We began something very special with Skylanders, and the magic of bringing toys to life through a video game,” Activision Publishing CEO Eric Hirshberg stated. But it's not just about the game.
We know the toys have to be just as creative and imaginative as the kids that play with them, and that's why we're so excited to bring even more innovations to this genre when Skylanders SWAP Force comes out in October.”