Toys”R”Us® To Serve As The Global Retail Destination For Skylanders SWAP Force™
October 7, 2013

Portal Masters Can Experience Brand-New Innovation — Swappability — Along with the Return of Exclusive Legendary Line, Special Events and More
 

WAYNE, N.J., Oct. 7, 2013 /PRNewswire/ — Toys”R”Us® stores worldwide and Toysrus.com are poised to become the global retail destinations for consumers eager to explore the Swappable. Unstoppable. world of Skylanders SWAP Force, the highly anticipated follow-up to Activision Publishing, Inc.’s acclaimed Skylanders Giants and Skylanders Spyro’s Adventure® gaming experiences. Set to debut on Sunday, October 13, this new video game combines the franchise’s signature gameplay and collectible “toys to life” experience with an all-new, innovative play pattern – swappability – allowing Portal Masters to swap the top and bottom halves of Skylanders® figures to create their own unique characters. The game, which was named as one of the “Fabulous 15″ on the company’s 2013 Holiday Hot Toy List, will be available on the Nintendo Wii, Wii U, 3DS, the Xbox 360 game and entertainment system from Microsoft and the PlayStation®3 computer entertainment system, as well as the upcoming Xbox One and PlayStation®4 when they debut next month. Once again, Toys”R”Us will be the only place fans will find the limited edition Legendary Series of toys, including alternative versions of new SWAP Force characters, such as Free Ranger and Night Shift, both of which feature enhanced in-game powers and are available for preorder now at Toysrus.com/SkylandersSWAPForce.

“Activision has been a pioneer in the toy and gaming world, and with the highly successful launches of Skylanders Giants and Skylanders Spryo’s Adventure, the virtual and toy worlds collided to bring toys to life – much to the delight of its now incredibly devoted fan base of kids. Skylanders SWAP Force now takes that innovation a step further, offering this concept with a whole new twist – customization,” said Richard Barry, Executive Vice President, Chief Merchandising Officer, Toys”R”Us, Inc. “As evidenced by its place as one of the ‘Fabulous 15′ on our Holiday Hot Toy list, we believe that Skylanders SWAP Force will be one of the most sought-after products to hit the market this holiday season. Once again, we applaud Activision’s ingenuity and are proud to continue our strong global partnership with the brand, allowing us to bring the game to millions of enthusiastic young fans around the world.”

Skylanders SWAP Force introduces 16 completely new Skylanders characters and 16 new swappable versions of fan-favorite characters from Skylanders Spyro’s Adventure and Skylanders Giants, which players can turn into more than 250 unique in-game characters by swapping the top and bottom halves of the toys.** Fans can also play Skylanders SWAP Force with their entire collection of figures from both Skylanders Spyro’s Adventure and Skylanders Giants, ensuring all stats and customizations remain intact. To help fans build their collections, Toys”R”Us will have the largest selection of Skylanders Spyro’s Adventure, Skylanders Giants and Skylanders SWAP Force characters available – just in time for the holiday season.

“From the very beginning, Toys”R”Us has always believed in the magic of the Skylanders franchise. And they’ve helped us make it one of the hottest brands in all of entertainment,” said Eric Hirshberg, CEO of Activision Publishing. “Just as we have taken the franchise to a new level of innovation with Skylanders SWAP Force, Toys”R”Us has also taken their support and commitment to the brand to a whole new level as well. We look forward to working with this key partner to bring the excitement of swappability to fans around the world.”

Toys”R”Us Times Square to “Mix it Up” with Skylanders SWAP Force Launch Activities
As part of “SWAPtober,” the month-long celebration of the launch of Skylanders SWAP Force, on Thursday, October 10, Activision is partnering with Toys”R”Us to bring the Skylands to life with “SWAPtoberfest.” This fan festival in Times Square will provide kids with the opportunity to play the game before it’s available, receive giveaways while supplies last, take photos with Skylanders characters, as well as take part in additional Skylanders SWAP Force-themed activities.

On Saturday, October 12 and Sunday, October 13, the Toys”R”Us international flagship store in New York City will celebrate the launch of Skylanders SWAP Force with one-of-a-kind, in-store experiences. Street teams in Times Square will distribute informational cards throughout the weekend to build excitement and awareness of the upcoming launch. Customers who visit Toys”R”Us Times Square from 11am to 5pm on Saturday and Sunday will have the opportunity to be among the first to play the new game at dedicated kiosks throughout the store and receive complimentary giveaways, while supplies last.

Toys”R”Us U.S. Stores to Open Early for Game’s Debut, Unveil Exclusive Toys
As the game debuts on Sunday, October 13, Toys”R”Us stores in the United States will open one hour early, at 8am, making Toys”R”Us the must-stop destination for Portal Masters ready to experience the game and exclusive figures.* In addition, select locations will be open from midnight to 1am on Sunday morning to accommodate super fans eager to get their hands on the game the moment it becomes available for sale. To view the full list of stores opening at midnight, customers can visit Toysrus.com/SkylandersSWAPForce.

Also, at midnight on Sunday, October 13, parents will be able to browse and shop all Skylanders SWAP Force products online at Toysrus.com/SkylandersSWAPForce.

The following two exclusive Skylanders SWAP Force toys are available for preorder online at Toysrus.com/SkylandersSWAPForce and will be available only at Toys”R”Us stores in the U.S. at launch, beginning Sunday, October 13:

Legendary Grim Creeper (Lightcore) from ActivisionPublishing, Inc.
Kids will be excited to take home this brand-new Toys”R”Us exclusive SWAP Force character as part of the limited edition Legendary Series. Legendary Grim Creeper is an alternative version of the new SWAP Force character with unique, enhanced in-game powers. Grim Creeper is considered to be one of the best reapers ever to swing a scythe in his quest to defend the Skylands. Whether using his scythe to eliminate enemies the easy way, or employing his suit of armor to produce a mega hard attack to triumph over even the toughest adversaries, kids are sure to love this undead Lightcore character. No batteries required. Ages 6 years and up.

Legendary Free Ranger from ActivisionPublishing, Inc.
Along with the same abilities as the new, original Free Ranger, this exclusive Legendary version features more lightning fast power. Fans will be taken on a high velocity adventure with Free Ranger as he battles with earth, wind and fire to protect the Skylands and reach his destiny as the greatest storm chaser in the land. Free Ranger is known for his ability to chase hurricanes, spin inside tornados and ride lightning, as well as for his catchphrase, “Whip Up a Storm!” No batteries required. Ages 6 years and up.

Following are additional Skylanders SWAP Force toys that will be available only at Toys”R”Us stores and online at Toysrus.com later this fall:

Legendary Night Shift from ActivisionPublishing, Inc.
For Portal Masters looking to add to their assortment of Skylanders SWAP Force figurines, this Toys”R”Us exclusive is a Legendary version of the new character soon to be famous for his massive uppercut and fighting spirit. The undefeated phantom-weight champion of Skylands, Night Shift stays true to his motto to “Roll with the Punches.” This boxer is well-equipped to help the Skylanders protect their world, no matter the challenge, making him a must-have character for Portal Masters determined to prevail against evil. No batteries required. Ages 6 years and up.

Legendary Zoo Lou from ActivisionPublishing, Inc.
This Legendary version of the new Zoo Lou character is every bit as in tune with nature as the original, but with even more enhanced powers. A descendant from a long line of shamans, Zoo Lou traveled the Skylands far and wide to become a master in the art of communicating with nature and summoning animals. Known for his catchphrase, “Nature Calls!” and single-handedly freeing his lands, Zoo Lou’s caught the eye of Master Eon who brought him to the Skylanders. No batteries required. Ages 6 years and up.

Dino-Rang (Skylanders Spyro’s Adventure) from ActivisionPublishing, Inc.
This popular character from Skylanders Spyro’s Adventure returns as an exclusive Toys”R”Us SWAP Force Skylander who, despite his calm and cool demeanor, is back to protect Skylands. No matter the battle, Dino-Rang has what it takes to win, whether it’s using his earthen boomerangs to attack his opponents or summoning pillars of earth in the form of fists to blast away his foes. No batteries required. Ages 6 years and up.

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. Merchandise is sold in 878 Toys”R”Us and Babies”R”Us stores in the United States and Puerto Rico, and in more than 690 international stores and over 170 licensed stores in 35 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 and FAO.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 annually 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. Additional information about Toys”R”Us, Inc. can be found on Toysrusinc.com. Follow Toys”R”Us, Babies”R”Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.


© 2013 Activision Publishing, Inc. SKYLANDERS, SKYLANDERS BOOMCAST, SKYLANDERS SWAP FORCE, SKYLANDERS SPYRO’S ADVENTURE, SKYLANDERS GIANTS, LIGHTCORE and ACTIVISION are trademarks of Activision Publishing, Inc.

oys"R"Us stores nationwide will open at 8am on Sunday, August 18, except for stores in Paramus, NJ, which will be closed, select stores in North Dakota and Puerto Rico, which have varying store open times due to local ordinances. A list of stores that will be open from midnight to 1am on Sunday, August 18 can be found online at Toysrus.com/SkylandersSWAPForce. Toys"R"Us Express and Outlet locations generally follow the hours of their respective shopping centers. All store hours can be found online at Toysrus.com/StoreLocator.

**Requires purchase of all 16 SWAP Force Skylanders.

SOURCE Toys”R”Us, Inc.

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.

 

 

 

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