Skylanders Giants game publisher Activision has opened themed concessions stores in three HMV branches.
Toy distributor The In Thing tells ToyNews it helped orchestrate the licensees to bring together a range of Skylanders products for the concession stores.
You can read our Skylanders Giants interview with The In Thing here.
Special Skylanders areas can be found in HMV's Oxford Street, Manchester and Glasgow branches.
Each area will feature a variety of Skylanders products (including licensed cards, puzzles, wallets, bags and badges), character art, artificial grass and dedicated games playing stations.
"’We are really excited to be partnering with HMV to create these dedicated Skylanders experiences," said Activision Blizzard's UK MD Peter Hepworth.
"It’s wonderful to be involved with the HMV concession," said The In Thing's head of marketing Kieran Murphy.
"It’s important for us as an independent distributor of the Skylanders Giants that we help support the launch to the best of our ability. We’ve put a lot of weight behind it."
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