Why Activision hasn't turned Skylanders into a TV show

Activision's European VP and general manager Michael Sportouch explains to Licensing.biz.
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Skylanders is one of the biggest new kids' brands to emerge in recent years, but doesn't yet have a TV show.

The video game and collectable figure brand already has over 100 licensees on board since launching in late 2011 - so why hasn't brand owner Activision given the green light for a TV series?

"The ambition for Skylanders is to make it one of the biggest entertainment franchises in the years to come," Activision's European VP and general manager Michael Sportouch told Licensing.biz.

"We’ve been approached by TV and film production companies, but for the moment we have not yet seen a project we’re very excited by, and feel will be another great touch point with the same level of quality as the video game.

"We have a lot of stories to tell in the Skylanders universe and video games. It doesn’t mean we won’t explore this opportunity in the future."

Sportouch also spoke of being selective with the Skylanders licensing programme. 

"We have already more than 100 licensing partners and licensees worldwide in different categories including apparel, home décor, party goods and board games," he added. 

"The licensing partners have been very pleased with the licensing programmes, for example Penguin and the Skylanders books. 

"We’re also trying to be very selective; we’ve been approached by many different companies and categories. We want to make sure it brings added value to the overall Skylanders universe. 

"But so far, within a limited amount of time, we’ve got a very strong licensing programme. 

"There are also brand partnerships we’re very well advanced with. One deal will be announced very shortly with a major global brand."

Read the full interview with Sportouch about Skylanders on the ToyNews website.

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