Activision and Toys "R" Us Set to Launch Skylanders Spyro's Adventure

Activision is set to launch their new genre-busting video game, Skylanders Spyro’s Adventure, in the US on October 16th, with a little help from Toys “R” Us. This new title looks to bring two staples of childhood entertainment, toys and video games, and combine them into an interactive experience that can be taken from one child’s house to another.

In Skylanders Spyro’s Adventure, the player takes on the persona of a Portal Master, who can control over 30 unique characters, including everyone’s favorite video game dragon, Spyro. The characters have to fight their way back into the world that they’ve been exiled from, by the evil Portal Master, aptly named, Kaos. Each character is represented with their own action figure, which is placed on a portal platform by the player. You choose whichever action figure you’d like to play as, place that character on the portal, and the character shows up on screen. Not only can player switch out characters on the fly while playing by switching out figures, they can also take their characters to their friend’s house and use that character there. The action figure retains all information, like customizations and experience points, so the player can start right where they left off no matter where they play.

Considering the holiday season is upon us, this could easily be the product kids will be going crazy for. Activision will be releasing Skylanders Spyro’s Adventure on Sunday October 16, 2011 at over 1200 Toys “R” Us retailers, where customers can play interactive demos and pick up exclusives only available at their stores for the first thirty days of release. The Full Press Release is included below.


[toggle_simple title=”Full Press Release”]


Santa Monica, CA – October 6, 2011 – Activision Publishing, Inc. (Nasdaq: ATVI) today announced a global marketing partnership with Toys”R”Us to launch its landmark new video game, Skylanders Spyro’s Adventure™, debuting at North American retail on Sunday, October 16th. This revolutionary title breathes new life into interactive entertainment by allowing kids to bring a vast collection of physical toys to life in-game. Place one of over 30 different characters onto the magical Portal of Power-yours or a friend’s-and they are teleported to a vibrant game-world, all customizations and powers intact. The marketing plan for this novel game experience includes a national co-op advertising campaign, exclusive toy/adventure pack releases, first-to-play opportunities and interactive game displays at over 1200 Toys”R”Us stores around the world.


“Toys”R”Us has been an avid fan and eager supporter of the Skylanders Spyro’s Adventure concept from its inception,” said Eric Hirshberg, CEO of Activision Publishing. “This partnership signals our shared belief that the brand is literally a game-changer, transforming children’s play in both the physical and digital realms. For the first time ever, kids will be able to bring their toys to life in a video game, and we’ve developed a slate of exclusive in-store experiences and merchandise to showcase this phenomenon to Toys”R”Us consumers worldwide.”


“We’re thrilled to partner with Activision and make Toys”R”Us the retail launchpad forSkylanders Spyro’s Adventure,” said Jerry Storch, Chairman and CEO, Toys”R”Us, Inc. “We believe that the product line will be one of this holiday’s hottest gifts and we can’t wait to offer customers a one-of-a-kind way to discover Skylanders at our stores.”


Activision and Toys”R”Us will unveil this genre-busting Skylanders Spyro’s Adventureon October 8, 2011, with the roll-out of full game demos and interactive game kiosks in over 1200 retail locations across the globe.  Following the game’s U.S. launch on October 16th, players can purchase Toys”R”Us exclusives like three Skylanders Legendary characters, which feature accompanying in-game skins and power-ups. Additionally, the retailer will be the only place to purchase the Skylanders Spyro’s Adventure Darklight Crypt Adventure Pack in its first thirty days on the market, from October 16 through November 15, 2011.


In Skylanders Spyro’s Adventure, kids take on the role of a powerful Portal Master, leader of over 30 different characters, including the beloved purple dragon Spyro. Each of these creatures has been cast out of the mystical worlds they are charged to protect by the sinister Portal Master Kaos, and frozen in our world as toys. Skylanders Spyro’s Adventure players will embark on a magical journey; treasure hunting, solving puzzles and doing battle with fantastic, otherworldly enemies in a bid to bring the frozen guardians back to life and safely reunite them with their homelands.


Skylanders Spyro’s Adventure is developed by Toys For Bob, an Activision studio located in Novato, California. The game is rated E10+ by the ESRB. For more information,


About Toys”R”Us, Inc.

Toys”R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,570 stores, including 858 Toys”R”Us and Babies”R”Us stores in the United States, and more than 510 international stores and 200 licensed stores in 33 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites and, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys”R”Us, Inc. employs approximately 70,000 associates worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.


About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.


Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website,



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