Skylanders toys make up 25% of UK accessories market

25 per cent of all accessories sold in the UK last year were Skylanders toys.

Activision’s kids franchise was the UK’s biggest physical games brand last year, with around 6.2m figures sold.

Skylanders has been a retail phenomenon and has generated over $500m in the US. It sits just behind points cards in the UK as the nation’s biggest peripherals sector.

We are truly thrilled by the incredible success that the series has enjoyed in such a short time,” Activision Europe VP for Skylanders Michael Sportouch told MCV.

This has been a major investment from Activision. We invested in a triple-A kids game when everyone was saying that the traditional console kids market is declining. We defied gravity.

We invested in the quality of the product, the quality of the toys, we worked with the Toy Story script writers, we invested in the TV marketing on TV and retail experience. It is the best integrated marketing campaign we’ve done.”