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CONTENTS
WELCOME TO SKYLANDERS
1
SKYLANDERS BRAND UPDATE
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SKYLANDERS BRAND HISTORY
4
SWAP FORCE INTERVIEW WITH ACTIVISION
6
LICENSEE PRODUCT UPDATE
8
LICENSEE DIRECTORY
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BACK PAGE
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WELCOME TO THE WORLD OF SKYLANDERS This special brand supplement is designed to provide you with everything you need to know about this ground-breaking brand. Inside you will find updates on the brand itself, the history of Skylanders, as well as licensee and product information. For those of you who have been living under a rock for the last couple of years, Skylanders is a revolutionary new Toy + Video Game experience that allows you to bring your physical toys to life in a video game. Published by Activision, the games are played in conjunction with physical action figures that can be teleported into the game using a magical “Portal of Power”. In Australia, there are 24 Skylanders consumer products licensees in what is an extremely successful consumer products program. The Australian program is comprised of best-of-class licensees producing everything from apparel to toothbrushes.
Skylanders has been the #1 Kid’s Game since launch in October 2011, both worldwide and in ANZ. The Skylanders franchise – now comprising of Skylanders Spyro’s Adventure, Skylanders Giants, and the brand new Skylanders SWAP Force – is truly unstoppable. We hope you enjoy the world of Skylanders! Bugg Toys & Licensing has been compiled as a guide to Toys and Licensing. The views and opinions provided are based upon the views and opinions of its writers. In no way is Bugg Toys & Licensing a factual guide to Toys and Licensing and does not take responsibility for how the information provided is used by its consumers.
Bugg Toys & Licensing PO BOX 491 Berwick VIC 3806 Australia P: +61 3 9769 3963 E: info@buggtoysandlicensing.com
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SKYLANDERS BRAND UPDATE “This is the most polished Skylanders yet... SWAP Force has made a convert ofƬme.” SMH
FansƬofƬthe franchise also can play Skylanders SWAP Force with their entire collection of toys from both Skylanders Spyro’s Adventure andƬSkylanders Giants. The new game also delivers high-resolution graphics that bring detailed characters and rich environments to life, immersing players in the gameplay like never before.
Skylanders is the #1 video game (incl. figures) in units & value in Australia/New Zealand at the end of June 2013. Despite the declining console g game industry, Activision’s toysto to-life video game has more than $1.5Ƭbillion in worldwide retail sales, as well as products in every major category.
Skylanders redefined how kids interact with toys and video games and invented the toys-to-life category.
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Skylanders SWAP Force lets Portal Masters reconfigure 16Ƭspecial SWAP Force characters into more than 250Ƭunique combinations. Kids can mix and match characters’ powers and moves and then bring them to life in the game. In addition to the new SWAP Force characters, theƬgame features 32 core Skylanders characters (16Ƭcompletely new Skylanders characters and 16Ƭnew versions of fan-favourite characters from previous games) and 8 new LightCore characters.
An epic new Skylanders adventure: Skylanders SWAP Force is the latest adventure in a series of exciting games that explore the magical world of Skylands.
Skylanders is the #1 action toy figure by units & va value in Australia/ N New Zealand a at the end of June 2013.
Won the KZONE Toy of the Year an unprecedented 3 years in a row.
There are 24 Skylanders consumer products licensees in Australia in what is a comprehensive consumer products program.
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SKYLANDERS BRAND HISTORY In 2011, Skylanders Spyro’s Adventure created a new play pattern that seamlessly bridged physical and virtual worlds across multiple platforms to become the top-selling kids video game of the year. In OctoberƬ2012, Skylanders Giants further evolved the genre and added the mega-sized Giants andƬLightCore characters to the collection ofƬinteraction figures. The next innovation in the franchise – Skylanders SWAP Force – was released October, 2013. Skylanders SWAP Force allows Portal Masters to reconfigure 16 special SWAP Force characters into more than 250Ƭunique combinations. Kids can mix and match characters’ powers and moves and bring them to life in the game. There’s no end in sight for Activision’s amazing franchise. With just two major titles in 21 months, Skylanders has reached $1.5 billion in worldwide retail sales. With Skylanders SWAP Force just launched and rated as the best Skylanders game ever, this number is sure toƬgrow astronomically.
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The Skylanders adventure starts here! The evil tyrant Kaos is threatening to destroy Skylands. Only you can bring the Skylanders to life – unlocking their special powers and abilities – by placing them on the Portal of Power™!
Embark on an exciting new adventure with the Skylanders and the SWAP Force. For generations, the SWAP Force protected the volcano that replenishes Skylands’ magic. That is until an epic battle caught them in an eruption that blasted them apart, sent them to Earth and gave them the ability to swap powers. Only you can mix and match their tops and bottoms, put them on the new Portal of Power™ and save Skylands.
Thousands of years ago, the Skylanders Giants fought epic battles in Skylands, but were banished to Earth. With a new threat looming, it’s time to bring them back to join forces with the Skylanders to defeat Kaos. Only you can put them on the Portal of Power™ to unleash their strength in the ultimate battle to save Skylands!
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SWAP FORCE INTERVIEW WITH ACTIVISION Bugg Toys & Licensing catches up with Andrea Green, Director of International Licensing at Activision, to discuss the recent launch of Skylanders SWAP Force. 1. Thank you for taking the time to speak to Bugg Toys & Licensing about SWAP Force. Can you tell us about your role at Activision? Andrea Green, Director of International Licensing. I have a global role out of our Corporate Headquarters and work very closely with my colleagues in market. 2. For those who don’t know, can you tell us a little about SWAP Force and what it is? Skylanders SWAP Force is the third instalment in the #1 best-selling kids’ videogame franchise of 2013, following on from the hugely successful Skylanders Spyro’s Adventure and Skylanders Giants. Skylanders SWAP Force builds upon the success of the franchise’s signature gameplay and collectible toy experience, and gives kids more choice than ever before over how they fight and move in the game. With each new addition to their Skylanders SWAP Force collection, Portal Masters unlock exciting new possibilities.
3. How is SWAP Force different from Spyro’s Adventure and Giants? SWAP Force is all about ‘swappability’. The new SWAP characters enable players to mix and match top and bottom halves of the toys to create over 250 unique combinations. Seasoned fans can play Skylanders SWAP Force with their entire collection of 100+ characters from Skylanders Spyro’s Adventure and Skylanders Giants. 4. Can you tell us a little about the Consumer Products program for SWAP Force? Australia was the first market we launched in just over 2 years ago and our Aussie fans continue to demand whatever we can give them to further expand the Skylanders universe.Ƭ We will continue to bring the magic of Skylanders to life, with top quality, brand enhancing products, making the Skylanders experience even more immersive.Ƭ Currently Skylanders is represented in every major category, including Publishing, Gaming Accessories, Apparel, Back to School, Construction Sets, Plush, Board Games, Costumes, Party Goods and Bedding.
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5. Can you give us any details on the licensing program and any future plans for the brand? Through our regional agent, Wild Pumpkin, we have a stellar line up of global and local licensees. When combining great business partners with one of the most creative properties to come along, it’s a huge success. With the recent launch of SWAP Force, many of our items this year will showcase the irreverent humour and engaging swapped characteristics that are featured in the game. The most noticeable shift from last year is that ‘green is the new orange’. 6. From a Consumer Products perspective, what are the top categories for Skylanders overall? While each territory has its specific successes, we see overall strength in apparel, back to school, bedding, publishing and gaming accessories. 7. Why should retailers get on board with SWAP Force and what makes the brand so engaging? We’ve already had tremendous retail success in ANZ, but we’re just at the beginning. Activision believes in building
franchises that have legs. Kids want not only to play our game, but to play with our trading cards, read our books and wear our apparel. In a short time we have become ubiquitous. Even if a retailer has never carried a video game property there’s plenty of opportunity to share inƬthis stunning property. 8. Can you give us any insight into what is next for Skylanders after SWAP Force? You’ll have to wait and see! 9. Are there any plans for other spin offs for Skylanders, much like Moshi Monsters and Poppet? Right now, we’re focused on ensuring SWAP Force is a huge success. We have nothing else to announce at this time. 10. Thank you for your time. Do you have any plans on coming to Australia in the future to our local toy and licensing show in Melbourne? I had the great pleasure to attend the Toy Fair last year and expect to be there as well this year. It’s a tremendous opportunity to convene with our partners, including retailers, thank them for their partnership face to face and plot how we can continue to grow what has already been sowed.
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© 2013 Activision Publishing, Inc.
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For further details please contact: Scott Bingley Managing Director James Eckersley Business Development Manager Tony Bugg Business Development Manager
E: scott@licensingessentials.com.au E: james@licensingessentials.com.au E: tony@licensingessentials.com.au
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OUT MARCH
BECOME THE ULTIMATE SKYLANDERS EXPERT! © 2013 ACTIVISION PUBLISHING, INC. SKYLANDERS SWAP FORCE AND SKYLANDERS UNIVERSE ARE TRADEMARKS OF ACTIVISION PUBLISHING, INC. ALL OTHER TRADEMARKS AND TRADE NAMES ARE THE PROPERTIES OF THEIR RESPECTIVE OWNERS.
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LICENSEE DIRECTORY Company All X-treme Pty Ltd Artwrap Pty Ltd Bakery Sugarcraft Banter Toys Brush Buddies Caprice Australia Pty Ltd Caprice NZ Ltd E3 Style Pty Ltd Engelite Pty Ltd Funtastic Ltd Gem Australia Manufacturing Hot Springs Pty Ltd Hunter Products Pty Ltd Impact Rock Merchandise Key Sun Licensing Essentials Lightbody Ventures Ltd LZ Enterprises PTY LTD MacEwen Apparel Ltd Moose Distribution Pty Ltd Network Clothing Company Pty Ltd Pacific Brands Clothing Pty Ltd (TMI Australasia division) Park Avenue Foods Penguin Books Rubie’s Deerfield Winning Moves Australia Pty Ltd
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Category Party Supplies Greeting Cards Cakes Trading Cards Toothbrushes Apparel Apparel Electronics Headwear Plush Accessories Apparel Bikes Posters Personal Care Home-wares and Gifting Cakes Drinks Apparel Toys Manchester
Contact Person Warren Hunter Natalie Dolphin Luke Olsen Kris Thompson Anish Patel Kent Ewers Jason Hester Vanessa Garrard Vik Kapoor Catherine Rickett Patrick Spagnolo Wassim Gazal Jeff Hunter Matt Walter Chris Logan Scott Bingley
Phone Number +61 (3) 8774 4642 +61 (3) 9541 0500 +61 (2) 9828 0700 +61 (3) 9799 3422 +1 (714) 319 7737 +61 (3) 9922 2500 +64 (9) 478 8222 +61 (7) 3359 5711 +61 (3) 8668 8888 +61 (3) 8531 0000 +61 (3) 8680 4600 +61 (2) 8080 2000 +61 (03) 9262 2900 +61 (2) 9481 7344 +61 (2) 9999 2525 +61 (3) 9754 0754
Neil Stewart Linda Zhu Rob Ewen Dianne Bath David Cannon
+44 (0) 141 331 5282 +61 (3) 8787 8899 +64 (9) 966 6811 +61 (3) 9579 7377 +61 (3) 9417 7999
Socks and Underwear Confectionary Publishing Dress Up Board Games
Andrew Savage
+61 (3) 8803 1558
Andre Coutant Troy Lewis Peter Warton Reid Herbert
+61 (3) 9596 1322 +61 (3) 9811 2649 +61 (3) 9755 7739 +61 (2) 9437 3713
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