Activision Blizzard's popular toy-game hybrid Skylanders has now earned more than $500 million for the company in the U.S. market.
The figure includes Skylanders Spyro's Adventures and Skylanders Giants, and the physical figures and accessory packs that accompany them. According to data released by Activision, Skylanders Giants generated $195 million of the $500 million total.
"Just a year ago, the concept of bringing toys to life in a virtual world was an untested play pattern that Activision and Toys For Bob believed in," said Joshua Taub, vice president of product management at Activision Publishing.
"Now the category has been established in the market and embraced by parents and kids everywhere."
The Skylanders brand is now bolstered by a web of 120 licensing deals for branded products in a broad range of retail categories: plush toys, clothing, board games, school equipment and home furnishings among others.