Posts Tagged ‘skylanders’

Skylanders Toys Show Marketing Genius

Wednesday, January 4th, 2012

POPULAR CHILDREN’S TOY COMBINES ALL THE RIGHT ELEMENTS

Shortly after Christmas, I picked up my son from playing at a friend’s house and immediately noticed a frenzied spark in his eyes.

“I know what I want to spend my Christmas money on!” he exuberantly stated. “Kyle got a Skylanders game for Wii and it’s SO cool!”

Key elements of Skylanders

© 2011 Activision Publishing, Inc

Ok, I’ll bite, I thought. I asked him what the game involved and why it was so fun. What followed was what I perceived to be the most calculated marketing genius since the Teenage Mutant Ninja Turtles. Here’s the low-down:

  1. It’s a video game. Available for all of the major gaming systems (Wii, Playstation, Xbox), it uses the tried-and-true game formula of first-person adventure that children to adults are familiar with.
  2. The game has special gear. In order to get started with the game, you need to purchase the required accessories, namely a starter pack that has several plastic action figures and a special platform on which to place them. The platform informs the game system which character has been selected by the player.
  3. There are collectible characters. The characters, available in additional single packs for $7.99, have different powers and skills associated with them. Essentially, they’re 3D equivalents of collectible Pokemon or Yugioh cards—which my son started collecting when he was about 5 years old. To advance in the game, players will need to collect additional characters from those purchased in the initial starter pack. (more…)