Activision: Shelf space for Skylanders and Disney Infinity 'not a challenge'

"When you have something that is working as well as this franchise is, retailers are looking to support it in any way they can."
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Skylanders publisher Activision says it isn't phased by competing for retail shelf space with upcoming toy/game rival Disney Infinity.

In an interview with ToyNews sister publication MCV, Activision's VP of product management Joshua Taub, said: "When you have something that is working as well as this franchise is, retailers are looking to support it in any way they can. We have excellent retail partnerships around the world, and we are not seeing space as a challenge.

"It is something retailers want to be in to because it is working, and they tend to understand when things work you don’t push against them.

"We are just focused on delivering the best game we can. When you have something as successful as this, you are not going to have lots of people cheering you on. They are going to be producing games and trying to get in on that market. The truth is we have to make the best game we can."

Skylanders Swap Force, out later this year, uses interchangeable figures that kids can click together to create custom characters.

Skylanders marketing boss John Coyne added: "It's going to be a challenge [demonstrating that in stores], but no more of a challenge in how we brought a toy to life in store for the first game.

"Again, as a company this is something we really want to invest in. Key to the experience is being able to pick up a physical toy, put it on a portal and see it come to life at retail.

"Early in the development of Spyro’s Adventure, people were saying “I don’t think you’re going to be able to do this.” But we found a way. With Swap Force, sure there are challenges with the physical changing of the toy, but we are working to deliver that magic at retail again."

Yesterday Disney confirmed Lone Ranger figures will launch for Disney Infinity

Disney Infinity is due to launch on August 23rd in the UK.


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