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UK - 1,000 new retailers stocking Skylanders: SWAP Force toys, comments on Disney Infinity competition
Coming from an MCVUK interview...
“It is becoming a much broader church now, and it’s a testament to the size of the [toys-to-life] category we have created with Skylanders. It is now much more than a game. Without doubt this will be our strongest Skylanders launch ever. The support we have had from our retail partners this year has excelled. What you will see at launch is that we have some really stunning in-store activity taking place. We have got everything that we would have liked from an in-store perspective, we have very impactful interactive, in-store displays so that children can touch and feel the products before they buy it.
We have got the largest distribution footprint that we have ever, ever had for the game. We are branching outside of what we would call traditional games outlets, into toy specialists too. We are really excited. If you look at many similar industries – or non-similar industries – when a new category is created, one of the testaments to that category is when competitors move in, because they see the size, scale and opportunity of it. That is what you are seeing with Skylanders.” - Activision UK managing director Roy Stackhouse
Link
“It is becoming a much broader church now, and it’s a testament to the size of the [toys-to-life] category we have created with Skylanders. It is now much more than a game. Without doubt this will be our strongest Skylanders launch ever. The support we have had from our retail partners this year has excelled. What you will see at launch is that we have some really stunning in-store activity taking place. We have got everything that we would have liked from an in-store perspective, we have very impactful interactive, in-store displays so that children can touch and feel the products before they buy it.
We have got the largest distribution footprint that we have ever, ever had for the game. We are branching outside of what we would call traditional games outlets, into toy specialists too. We are really excited. If you look at many similar industries – or non-similar industries – when a new category is created, one of the testaments to that category is when competitors move in, because they see the size, scale and opportunity of it. That is what you are seeing with Skylanders.” - Activision UK managing director Roy Stackhouse
Link