Activision increases Skylanders portfolio to 175 global licensees - Licensing.biz

Activision increases Skylanders portfolio to 175 global licensees

New deals with Crayola and General Mills sees property enter new product categories in 2014
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Activision Publishing has increased its Skylanders licensing programme to over 175 global licensees, including new partnerships with Crayola and General Mills.

The new deal with the art and craft brand will introduce a range of Skylanders branded colour and activity products, including the firm's popular Colour Wander, Giant Colouring Pages and Xtreme Colouring.

Meanwhile, General Mills has joined with the property to release a line of Skylanders shaped fruit flavoured snacks.

The partnership marks Activision's debut in the category and will result in products featuring six Skylanders characters: Chompy, Gill Grunt, Jet Vac, Kaos, Stealth Elf and Eruptor.

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

"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."

Further new and returning licensees to launch product throughout the year include the likes of Power A with a line of carrying cases and game accessories, Mad Dog Concepts for sleepwear, ABG Accessories with headwear and Rubie's for Halloween costumes.

Skylanders sits within the top 20 video game franchises, having surpassed $2 billion in sales, including 175 million toys sold worldwide in its 27 months.

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