Special areas can be found in HMV's Oxford Street, Manchester and Glasgow branches.
Skylanders Giants video game publisher Activision has opened themed concessions stores in three HMV branches.
Toy distributor The In Thing tells Licensing.biz it helped orchestrate the licensees to bring together a range of Skylanders products for the concession stores. You can read our Skylanders Giants interview with The In Thing here.
Special Skylanders areas can be found in HMV's Oxford Street, Manchester and Glasgow branches. Each area will feature a variety of Skylanders products (including licensed cards, puzzles, wallets, bags and badges), character art, artificial grass and dedicated games playing stations.
"’We are really excited to be partnering with HMV to create these dedicated Skylanders experiences," said Activision Blizzard's UK MD Peter Hepworth.
HMV head of technology and games, Ewan Pinder, added: "Skylanders is a very important title for HMV, and to bring our two brands together by creating a compelling environment for core fans and more casual gamers alike will hopefully prove a really engaging way to promote this great series to the widest possible audience – especially now as we head towards Christmas."
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