Skylanders to Bring Toys Closer to Video Games

Skylanders Spyro’s Adventure is an entertainment option for the toy and video game industries. Through the use of technology, the game allows players to transport real-world toys into virtual worlds of adventure through a “Portal of Power.”

Interactive entertainment products company Activision Publishing has announced the worldwide debut of Skylanders Spyro’s Adventure.

These “toys with brains” can come to life inside the game in connection with multiple gaming platforms, as well as on handheld gaming devices, mobile devices and on the web, remembering achievements and level-ups wherever they go.

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This marks a wholesale change in the interaction between toys and video games, opening up new possibilities and revenue streams for both industries, says the company.

“These are more than action figures. They are inter-action figures,” said Eric Hirshberg, CEO of Activision Publishing.

According to the company, this new interactive experience will make its worldwide debut and be available for demos at the American International Toy Fair, which takes place Feb. 13 – 16 at the Jacob Javits Convention Center in New York City.

The game and technology was developed by Activision’s Novato, California studio, Toys for Bob, led by creative director and studio head, Paul Reiche.

The adventure driven story was penned by two of the Academy Award nominated writers of the original Toy Story movie, Alec Sokolow and Joel Cohen.

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To support the launch of the game, Toys”R”Us will join forces with Activision for a global marketing partnership in which stores across the globe will feature several Skylanders Spyro’s Adventure exclusives this fall.

Skylanders Spyro’s Adventure lets kids take on the role of a powerful Portal Master, who can control over 30 different characters, including the beloved purple dragon Spyro. 

Each of these heroes is a protector of an amazing, mysterious world, but they have been ejected from their world by the sinister Portal Master known as Kaos and now they are frozen in our world as toys. 

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Only the players of Skylanders Spyro’s Adventure can get them back into their world, by embarking on a fantastical journey where they will explore mythical lands, battle menacing, outlandish creatures, collect treasures, and solve challenging puzzles as a part of the quest to save their world. 

Skylanders Spyro’s Adventure is developed by Toys For Bob, an Activision studio located in Novato, California. The game is not yet rated by the ESRB.  For more information, visit

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Rakesh Raman