Recent 'Skylanders Giants' brand has generated $195 million.
ATVI has generated more $500 million than from its combination video game-toy hybrid in the US alone. The game utilizes a wireless portal peripheral that allows players to place 'Skylanders' figures on the portal, affecting the in-game action, and often unlocking new content.
Discussing the success with GamesIndustry International, Joshua Taub, VP of product management at Activision Publishing stated, "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."
The success of the titles and figures has allowed the brand to be licensed across a range of merchandizing types.
Source: GamesIndustry International