The Skylanders brand has been so groundbreaking for Activision that, ahead of this year's annual Toy Fair in New York City, the publisher on Tuesday staged an announcement of a sequel called Skylanders: Giants, due this fall.
Last year, says Activision Publishing CEO Eric Hirshberg, many wondered what a video game company might be doing at a toy fair. "We knew we were launching a product that defied categorization," he concedes of Skylanders' aim to bring the worlds of toys and video games together in a new way.
It was the publisher's first time competing in the toy business, and with a new IP to boot. "Launching new intellectual property is probably the most difficult task there is in this business," he says.
Yet Hirshberg cites NPD data, to note Skylanders was the only non-sequel to break the firm's top 10 lists for the year 2011 and for December. Even still, he says Activision has been asked often by analysts and investors about making an investment in the toy business when most video game publishers are beginning to exit it.
"I think as an industry we spend too much time looking for patterns in genres or categories of the business, when actually the most active ingredient to success isn't just the momentum of the category, but the magic of the idea," he says.
Activision has also been questioned about why the company doesn't apply the Skylanders strategy to established or licensed characters, which primarily drive the kids' business in general. "I think that question underestimates the power of video games as a storytelling medium." Hirshberg says.
Not only in his own household of two children, but across playtesting as well, Activision has noticed that kids have been playing as much with the Skylanders figures away from the video game as they do with it. That may have helped inform the company's latest strategy, which involves not only a new game, but also bringing larger figurines into the universe to enable kids to engage even more with the fantasy of magical powers.
The new game introduces eight new legendary Giants characters that are twice the size of previous characters, both physically and in the game, with powers to match. Eight regular-sized new characters will be introduced as well. The Giants characters also implement interesting new battery-free light technology that causes the figures to light up whenever they are on or near the "Portal of Power" that brings their image into the game world.
Skylanders: Giants, like its predecessor, is developed by Novato, California-based Activision studio Toys for Bob. Activision said the game will have "integration across console, handheld, mobile and online."
The company emphasizes that all the Skylanders are fully forward-compatible with the new game, enabling players to bring all of their experiences and characters thus far into the storyline evolution.
"We knew that if the franchise was successful enough to warrant a sequel, that we couldn't just deliver new content... we had to go even bigger," said Hirshberg of Skylanders Giants.
Toys R Us CEO Jerry Storch also took the stage to offer the retailer's endorsement of the Skylanders brand, noting that Activision and Toys R Us spent some two years working together on the product offering and how it'd be managed within stores. The store will offer some exclusive figurines and first-to-market adventure packs.
Skylanders even defies patterns of usual holiday hot-item peaks followed by troughs. "Even as we sit here today... it's unbelievable how hot this thing remains," he notes. "It simply doesn't stop, and I don't really think it's going to stop. ... The combination of the physical world and virtual world is so powerful that it's almost unexplainable."
Whoa! That's a bit harsh. My kids have it, and it's pretty cute, and fun to watch them play. Current figurines are about $8 each, and pretty good quality. I don't think that's too bad. And the Toys for Bob guys seem like good folks who wanted to do something a bit different. But if you don't like the biz model, I guess that's your call.
I agree Anthony. I got into similar sticky and pricey gaming hobbies...particularly Magic: The Gathering and Warhammer. While I loved every moment of playing them--in the end it costs a boat load of cash.
I honestly don't see this as any different than DLC once you get passed the figurine aspect. The figurines provide the exact same functionality. So to hate something like this is to hate DLC. While it may be annoying to have to buy the figurines, it does provide a level of interaction that normal DLC does not. For that, I cannot fault it.
I don't think it is the same as hating DLC. And to say "once you get past the figurine aspect" is kind of silly, as that aspect is what makes it different and what I dislike. So yes, if I get past the part I dislike, I suppose it is ok. ;)
It also depends on the type of DLC. A new character in Mortal Kombat, sure, not much difference. New story scenarios in Mass Effect, big difference.
Typically, kids don't feel the need to collect DLC like they would an action figure. Something like this has the GOTTA HAVE IT feel that I just don't care for, but that kids fall for way too easy.
Kids don't show off their DLC and get other kids hooked on it as well.
This is closer to Pokemon cards or Beanie Babies than DLC.
This is also a bit annoying:
If a character dies in the game, that character can no longer play the level. The player has to either play a different character, restart the chapter (level), or wait 15-20 minutes.
Seems like a contrived way to get kids to have more characters if they want to progress without the hassle of starting over or waiting 15 minutes. Not a fan of that.
Also, I doubt the story is different for the 30-odd characters, so while it is nice that each one has different abilities, in the end you are replaying the same game with different characters. I just find it to exploitative and I reject the DLC comparision.
The characters are very much like DLC since you need certain Skylanders to unlock certain areas in the levels. Also, they have Adventure packs (Pirate Ship, Haunted Cove, etc..) that unlock whole new levels in the game.
I personally think Skylanders is a brilliant concept and I love what Activision is doing here. Judging by the game/toys popularity these are going to be very hot next Christmas for sure.
Remember when DLC on consoles was first starting off and there were people worrying out loud about companies deciding to release unfinished games and forcing you to buy the rest later? Remember all the rage over DLC that was already on the disc?
So, is it possible that Skylanders is the actual manifestation of these feared scenarios? I'm seriously asking here, as I haven't played the game. But if there are areas that one cannot access without buying additional characters I'm really curious to know what percentage of the game those areas represent. How much does a person get access to out the gate? Also, what is the cost of the game itself assuming you want to buy the most basic part of the experience with no 'booster packs'? Is it also 50-60$ like most console games? If you're paying $60 for access to a world hub that you can only partially explore and being forced to pay $8 to progress to each new area...
And though the Pokemon comparison has been made, there seem to be some noteworthy differences here. Pokemon was a full game that you could progress through entirely on a single purchase. If you wanted access to the other monsters you were not REQUIRED to buy anything else, only locate someone to trade with. Judging from the comments so far that does not seem to be the case with Skylanders.
A lot of interesting questions running through my mind about this now.
There are certain areas in all of the levels that will need a Skylander of a certain element type to unlock areas. These areas are not mandatory, but they have extras that enhance your character stats or special hidden items can be found in these areas. You can finish the game with the Skylanders provided in the starter pack. If you want to unlock all of the hidden secrets and 100% a level you need at least one character from each elemental group (There are 8 elemental groups with 4 Skylanders in each group). The Console starter packs come with 3 skylanders (elemental groups: Magic (Spyro), Technology (Trigger Happy), and Water (Gil Grunt)). So you can unlock areas that have those 3 elemental types and no other special areas. Also, certain areas within a level will give bonuses to a certain elemental type. All of this encourages swapping out Skylanders while playing. The Adventure packs actually unlock extra levels that are optional to the main game storyline. The adventure packs also include items ,like Flying swords, that can be activated by putting the item on the pedestal.
I purchased pretty much all of the characters I could find and I have 24 out of the 32 total Skylanders available. The game itself is definitely geared towards children and I easily beat the game with a few hours of play only upgrading a few of the characters to the maximum level. I picked up all of th figurines because I thought they looked pretty cool and I like collecting stuff like this (reminds me a bit of Star Wars actions figure collecting back in the day). It's a neat idea that is well implemented. It can be pricey to collect everything, but you don't have to to finish the game. It is definitely fun switch out Skylanders to unlock all of the secrets of a level. So at a minimum you probably want to have one Skylander from each element so you would need to buy 5 more to unlock all of the special areas.
So at a minimum $40 to unlock everything else with more purchases optional for collectors. Thanks for the additional info.
The collectibles aspect of this isn't what I find most interesting as I've dabbled in CCGs before and multiple purchases are an understood thing up front with those. Bringing this mentality to video games and mixing it with 'already on disc' type elements is what I think is worth keeping an eye on. Can't say it's necessarily a trend I'd like to see catch on and spread to other properties. But that's just me, ofc.
Best of all the Skylander's graphics are great for my youngest boy. My boy saved up his money to purchase Skylander characters to play the game. EB Games is sold out every time he goes over to try to get some new characters. Kids and toys go together! Call it blended gaming! I think the Skylanders:Giant will do well as long as the toys aren't 59.99 each.
Whoa! That's a bit harsh. My kids have it, and it's pretty cute, and fun to watch them play. Current figurines are about $8 each, and pretty good quality. I don't think that's too bad. And the Toys for Bob guys seem like good folks who wanted to do something a bit different. But if you don't like the biz model, I guess that's your call.
Even as a kid, I never cared for things like that b/c we couldn't afford them, so I just pretended they didn't exist,lol.
I'm sure the game is fun, but the model just isn't for me.
It also depends on the type of DLC. A new character in Mortal Kombat, sure, not much difference. New story scenarios in Mass Effect, big difference.
Typically, kids don't feel the need to collect DLC like they would an action figure. Something like this has the GOTTA HAVE IT feel that I just don't care for, but that kids fall for way too easy.
Kids don't show off their DLC and get other kids hooked on it as well.
This is closer to Pokemon cards or Beanie Babies than DLC.
This is also a bit annoying:
If a character dies in the game, that character can no longer play the level. The player has to either play a different character, restart the chapter (level), or wait 15-20 minutes.
Seems like a contrived way to get kids to have more characters if they want to progress without the hassle of starting over or waiting 15 minutes. Not a fan of that.
Also, I doubt the story is different for the 30-odd characters, so while it is nice that each one has different abilities, in the end you are replaying the same game with different characters. I just find it to exploitative and I reject the DLC comparision.
I respectfully disagree with that again, but I understand your point.
I personally think Skylanders is a brilliant concept and I love what Activision is doing here. Judging by the game/toys popularity these are going to be very hot next Christmas for sure.
Oh I see. If that's the case, that you need to buy certain figurines to unlock more of the actual game, than it is even worse than I thought.
And with that, I will refrain from further commenting. If it makes the kids happy, then bless em.
Remember when DLC on consoles was first starting off and there were people worrying out loud about companies deciding to release unfinished games and forcing you to buy the rest later? Remember all the rage over DLC that was already on the disc?
So, is it possible that Skylanders is the actual manifestation of these feared scenarios? I'm seriously asking here, as I haven't played the game. But if there are areas that one cannot access without buying additional characters I'm really curious to know what percentage of the game those areas represent. How much does a person get access to out the gate? Also, what is the cost of the game itself assuming you want to buy the most basic part of the experience with no 'booster packs'? Is it also 50-60$ like most console games? If you're paying $60 for access to a world hub that you can only partially explore and being forced to pay $8 to progress to each new area...
And though the Pokemon comparison has been made, there seem to be some noteworthy differences here. Pokemon was a full game that you could progress through entirely on a single purchase. If you wanted access to the other monsters you were not REQUIRED to buy anything else, only locate someone to trade with. Judging from the comments so far that does not seem to be the case with Skylanders.
A lot of interesting questions running through my mind about this now.
I purchased pretty much all of the characters I could find and I have 24 out of the 32 total Skylanders available. The game itself is definitely geared towards children and I easily beat the game with a few hours of play only upgrading a few of the characters to the maximum level. I picked up all of th figurines because I thought they looked pretty cool and I like collecting stuff like this (reminds me a bit of Star Wars actions figure collecting back in the day). It's a neat idea that is well implemented. It can be pricey to collect everything, but you don't have to to finish the game. It is definitely fun switch out Skylanders to unlock all of the secrets of a level. So at a minimum you probably want to have one Skylander from each element so you would need to buy 5 more to unlock all of the special areas.
The collectibles aspect of this isn't what I find most interesting as I've dabbled in CCGs before and multiple purchases are an understood thing up front with those. Bringing this mentality to video games and mixing it with 'already on disc' type elements is what I think is worth keeping an eye on. Can't say it's necessarily a trend I'd like to see catch on and spread to other properties. But that's just me, ofc.