US OPINION: Activision invades toy land

Lutz Muller looks at the video games companies which are moving into toys.
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Activision is the second largest publisher of video games in the world and known for such shooters as Call of Duty, World of Warcraft and Transformers. The company has two major problems.

The first one is that the US video game market has been on the skids since 2008 and this year is not expected to be any better. The second is that its sales this year are declining even faster than the market overall. Its arch rival Electronic Arts is yapping at its heels and likely to pull up to sales parity this year.

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Copyrights Group

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.