Originally posted on VentureBeat:
Skylanders: Swap Force will debut this fall as the third in the series of game-toy hybrid products that have sold more than $1 billion worth since 2011. The new game has interchangeable body halves of Skylanders: Swap Force toys, allowing kids to mix and match their collections to create new kinds of game characters. Activision hopes that will lead to more repeat business at a time when it will face significant competition from Disney’s upcoming Infinity toy-game hybrid products launching in August.
In this market, Activision is the smaller company, but it has the advantage of having sold more than 115 million Skylanders toys.
The challenge for Activision’s marketer’s — Josh Taub (left) senior vice president of product management, and John Coyne (right), senior vice president of consumer marketing — will be to grow the franchise at a time when Disney attacks the same market using famous entertainment brands such…
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