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Retail

Skylanders brand now has 175 licensees

Skylanders brand now has 175 licensees

Mon 17 Feb 2014 10:10am GMT / 5:10am EST / 2:10am PST
Retail

Crayola and General Mills join the family friendly portfolio

Activision Blizzard

Headquartered in Santa Monica, California, Activision Blizzard, Inc. is a worldwide pure-play online...

activisionblizzard.c...

Activision Publishing

Activision, Inc. is a leading international publisher of interactive entertainment software products....

activision.com

Crayola and General Mills are the latest companies to become global licensees for Activision's popular Skylanders franchise.

"The relationships we have formed with Crayola and General Mills showcase how strong Skylanders has become in just 27 months," said VP of global licensing and partnerships Ashley Maidy.

"The brand association that comes along with these category giants expands the property's reach outside of our traditional channels worldwide and fosters a deeper connection with our fans."

Other licensees include Thermos, FAB, American Greetings and Rubie's Costumes and the portfolio now includes 175 licensees. As a whole the Skylanders franchise has now surpassed $2 billion in sales.

1 Comment

Greg Wilcox
Creator, Destroy All Fanboys!

2,178 1,127 0.5
I'm at Toy Fair this year and was surprised to see no new Skylanders game on display as happened the last two years. Activision has a nice booth setup, but other than some screens playing nice gameplay stuff from Swap Force and some costumed Skylanders on the floor, there's nothing about a new release. I guess they don't have this year's installment ready quite yet and it's probably all licensed third party goodies behind that set of walls this time. I may as well ask tomorrow when I go back to cover some other stuff...

Posted:7 months ago

#1

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