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Skylanders Spyro’s
Passionate about delivering innovative and new gaming experiences to consumers, video games publisher Activision is extremely excited about the upcoming launch of Skylanders Spyro’s Adventure. The game is a breakthrough in the videogame and toy industries and merges the two like never before. Teaming up with the best talent in Hollywood (the soundtrack was written by Hans Zimmer and the story penned by Academy Award-nominated Toy Story feature fi lm writers, Joel Cohen and Alec Sokolow) Skylanders Spyro’s Adventure will change the way people interact with toys and video games. Launching with a starter pack containing
everything you need to complete the game including a copy of the game, the portal of power and three interaction fi gures (Spyro, Gill Grunt and Trigger Happy) consumers will also be able to purchase additional characters to expand their adventures and add to their collections. But these are more than just collectable
toys… Skylanders Spyro’s Adventure introduces “Toys with Brains,” where action fi gures become interaction fi gures that remember all of their dynamic experiences from the console and handheld games.
24 Toyworld
Ian Mclellan, European Marketing Director for Activison Blizzard talks about the tactics used to market such a unique proposition. Ian is most like the Skylander character Trigger Happy because his fi nger’s always on the pulse and he takes no prisoners.
What are Skylanders? Skylanders are characters frozen in their world but alive in ours. This is a true innovation, and as well as being a fi rst for Activision this concept blurs the lines of video games and toys forever. More than just collectible toys, the action fi gures are interaction fi gures, remembering all of their dynamic experiences from the game. Wherever the toy goes, its experiences go with it regardless of platform. The range Includes the beloved fi re-breathing dragon Spyro, and over 30 other individual interaction fi gures each divided between eight different elemental types (Earth, Air, Fire, Water, Life, Undead, Magic and Tech) and each with their own heroic challenges and in- game collectable items that can be unlocked. Even within each elemental type the characters
have a vast range of unique abilities, so they all play differently. This variety of characters allows players to collect and then strategically select their favourite interaction fi gures to challenge certain enemies, obstacles and puzzles, as well as to access new areas within the game’s levels. This way, even if someone plays through the game twice with every Fire character, for example, their experience will be completely different each time.
Adventure crosses the digital divide
How will Skylanders be sold? Skylanders Spyro’s Adventure will launch with a Starter Pack which contains everything you need to play and complete the video game, including a copy of the game, the Portal of Power, three interaction fi gures (Spyro, Gill Grunt and Trigger Happy), along with three trading cards, stickers, and a poster showcasing all the characters. Alongside the Starter Pack, consumers will also be able to purchase additional characters and adventure packs separately, to expand their adventures and add to their collections.
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