Penguin swoops in for Skylanders publishing deal

Books and apps will now sit alongside popular video game following deal with Activision.
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Penguin Children's Books has sealed a global licensing partnership with video games publisher Activision for its Skylanders property.

The firm will produce a series of books and apps to sit alongside Skylanders Spyro's Adventure, which was the number one selling children's video game of 2011 (source: NPD).

The Skylanders publishing programme will be the next tie in range to expand a digital brand with exclusive downloads, guides to the world and original stories which are inspired by the game.

Penguin Children's Books will publish five titles under its Media & Entertainment imprint from spring. The debut title will be an ebook - The Doomsday Quest - which releases in April. The physical Doomsday Man title will publish in October, along with Master Eon's Official Guide, Magic & Tech Handbook and a sticker book.

"Skylanders Spyro's Adventure is such an innovative and exciting brand for kids agead six and older as it has everything a kid could wish for - mythical worlds, collectible figurines, portal masters and the opportunity to be a hero," said Eric Huang, publishing director for media and entertainment at Penguin Children's Books. "Our publishing programme aims to expand the Skylanders universe and help position the brand as the number one boy brand of 2012."

Ashley Maidy, head of global licensing and partnerships for Activision Publishing, added: "We are thrilled to partner with Penguin and look forward to creating books that showcase the characters and their unique personalities in stories that will delight kids all over the world."


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