If you are not familiar with the Skylanders franchise you should know that it is a hybrid of classic toys and video games, which allows fans to make their toys come to life in a virtual world. Each of the games come with approximately $500 worth toys that are available to players who want to deepen their experience.

“Just a year ago, the concept of bringing toys to life in a virtual world was an untested play pattern that Activision and Toys For Bob believed in. Now the category has been established in the market and embraced by parents and kids everywhere“ says John Coyne, vice president of marketing at Activision. Just like Valve, it seems that almost everything Activision touches turns to money.

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