The individual characters will come in clear blister packs, so consumers will be able to make an informed choice about which toy they would like to purchase. The characters are positioned in such a way within the blister pack that consumers will also be able to take the pack off the shelf, walk over to an in-store demo kiosk, place their chosen character onto the Portal of Power and see them come to life before they’ve even reached the counter.
What other innovations are in the fi gures? For the fi rst time ever, Skylanders Spyro’s Adventure introduces “cross-platform playability.” In an entertainment breakthrough for the video game and toy industries, players will be able to collect a variety of interaction fi gures and bring them to life using the innovative Portal of Power across a variety of transmedia experiences, including consoles, handhelds, mobile devices and online web world. So if you have a Nintendo Wii and your best friend has an Xbox 360, you’ll be able to play any console and go on adventures together.
What support are you giving Skylanders through media? Skylanders Spyro’s Adventure will be un-missable this year, with signifi cant investment both ATL and BTL. We have invested in a great set of advertising creatives that really showcase the game and the characters which starts on 1st October to ensure that we build pre-awareness ahead of the 14th October launch. This media investment is over £2M in the UK, and will drive consumers to the unprecedented in- store support that we have secured for Skylanders. The focus for in-store is also trial – so that kids and parents can see the magic moment and the fun of the gameplay for themselves. So expect lots of BOOM moments in retail, with toys coming to stores from independents to large grocers. We believe through this combination, along with our great PR support over the launch period, we will make sure that we truly bring the Skylanders Spyro’s Adventure experience to consumers this year.
Skylanders Spyro’s Adventure will launch on October 14th on Xbox 360, PS3, 3DS, PC & Wii.
NICK TOUR
A key part of the marketing initiative has been the partnership with Nickelodeon which has seen Skylanders taken on a European tour. Kicking off in the UK, the tour visited Liverpool and London providing attending consumers the opportunity to be one of the fi rst to play the game as well as taking part in traditional Nickelodeon activities such as sliming. Aligning with a respected and well loved children’s brand has provided Skylanders Spyro’s Adventure with an immense amount of credibility and the feedback so far has been extremely favourable.
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