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Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard, Inc. (NASDAQ: ATVI), announced today an impressive roster of global licensees for its award-winning
Skylanders franchise. Landmark new relationships with Crayola® and General Mills underscores the popularity of the
Skylanders property and drives the expansion of merchandising program into new categories. Activision’s robust licensing portfolio, featuring more than 175 licensees, is set to deliver meaningful brand extensions for the #1 kids’ video game franchise in the world
(Photo: Business Wire)
“The relationships we have formed with Crayola and General Mills showcase how strong
Skylanders has become in just 27 months,” said Ashley Maidy, vice president of global licensing and partnerships for Activision Publishing. “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.”
As a result of these collaborations, a number of exciting new products and promotions will come to market this year, including:
Activision and Crayola will introduce unique Skylanders-branded color and activity formats. The specialty line will include Crayola’s signature formats including Color Wonder, Giant Coloring Pages and Xtreme Coloring, among other new platforms and will be available this holiday at top retail channels worldwide.
Starting in June, a new promotion with General Mills will release Skylanders-shaped Fruit Flavored Snacks to fans all over North America. This relationship marks Activision’s first entry into the category and will bring six character favorites, including Chompy, Gill Grunt, Jet Vac, Kaos, Stealth Elf and Eruptor to grocery stores, supermarkets, drug stores and mass market retailers.