Consumers Worldwide Await the Power of the Portal: Activision and Toys"R"Us® Launch Global Marketing Intitiative for Skylanders Spyro's Adventure™
Company: Activision
SANTA MONICA, Calif., Oct. 6, 2011 /PRNewswire/ -- Activision Publishing, Inc. (Nasdaq:ATVI - News) 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 for Skylanders 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 Adventure on 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, visit www.skylandersgame.com

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 including Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.com, 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, www.activision.com.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing's expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision Publishing generally uses words such as "outlook," "will," "could," "would," "might," "remains," "to be," "plans," "believes," "may," "expects," "intends," "anticipates," "estimate," future," "plan," "positioned," "potential," "project," "remain," "scheduled," "set to," "subject to," "upcoming" and similar expressions to identify forward-looking statements. Factors that could cause Activision Publishing's actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales levels of Activision Publishing's titles, shifts in consumer spending trends, the impact of the current macroeconomic environment, the seasonal and cyclical nature of the interactive game market, Activision Publishing's ability to predict consumer preferences among competing hardware platforms, declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision Publishing's products, adoption rate and availability of new hardware (including peripherals) and related software, industry competition including from used games and other forms of entertainment, litigation risks and associated costs, rapid changes in technology, industry standards, business models including online and used games, and consumer preferences, including interest in specific genres such as music, first-person action and massively multiplayer online games, protection of proprietary rights, maintenance of relationships with key personnel, customers, licensees, licensors, vendors, and third-party developers, including the ability to attract, retain and develop key personnel and developers that can create high quality "hit" titles, counterparty risks relating to customers, licensees, licensors and manufacturers, domestic and international economic, financial and political conditions and policies, foreign exchange rates and tax rates, and the identification of suitable future acquisition opportunities and potential challenges associated with geographic expansion, and the other factors identified in the risk factors sections of Activision Blizzard's most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.

Skylanders Spyro's Adventure is a trademark and Spyro and Activision are registered trademarks of Activision Publishing, Inc. All other trademarks and trade names are the properties of their respective owners. All rights reserved.
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