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Thumbnail image for product with reference number SCG-546
Activision's Skylanders: The Quest to Bring Toys to Life
Case
-
Reference no. SCG-546
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California); Marianne Szymanski (USC Marshall School of Business, University of Southern California); Divya Sathyanarayanan (USC Annenberg School for Communication and Journalism, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2018
Version: July 15, 2018
Length: 21 pages
Data source: Field research
Topics: Innovation & entrepreneurship; Corporate ventures; Retail; Distribution channels; Children & youth; Supply chain management
Share a link: https://casecent.re/p/154498
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Abstract

One of the world's most successful video game companies, Activision was looking create a potent new game franchise after the success of its popular 'Guitar Hero' and 'Call of Duty' products of the early 2000s. An internal design studio proposed 'Skylanders', an entirely new concept and business model in the video game industry. Capitalizing on RFID technology, they created collectible, physical toys that were integrated into game play, pioneering a new game category: 'toys to life'. After media and game powerhouses introduced similar offerings, Activision executives had to decide what the next wave of growth might be in a crowded marketplace.
Locations:
California; USA; North America
Industries:
Video game; Toys; Entertainment
Size:
USD7 billion in company revenues, 2016
Other setting(s):
2017
Thumbnail image for product with reference number SCG-846
Activision's Skylanders: The Quest to Bring Toys to Life
Teaching note
-
Reference no. SCG-846
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California); Marianne Szymanski (USC Marshall School of Business, University of Southern California); Divya Sathyanarayanan (USC Annenberg School for Communication and Journalism, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2018
Version: July 15, 2018
Length: 10 pages
Data source: Field research
View full details

About

Abstract

One of the world's most successful video game companies, Activision was looking create a potent new game franchise after the success of its popular 'Guitar Hero' and 'Call of Duty' products of the early 2000s. An internal design studio proposed 'Skylanders', an entirely new concept and business model in the video game industry. Capitalizing on RFID technology, they created collectible, physical toys that were integrated into game play, pioneering a new game category: 'toys to life'. After media and game powerhouses introduced similar offerings, Activision executives had to decide what the next wave of growth might be in a crowded marketplace.

Settings

Locations:
California; USA; North America
Industries:
Video game; Toys; Entertainment
Size:
USD7 billion in company revenues, 2016
Other setting(s):
2017

Related

Thumbnail image for product with reference number SCG-846
Activision's Skylanders: The Quest to Bring Toys to Life
Teaching note
-
Reference no. SCG-846
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California); Marianne Szymanski (USC Marshall School of Business, University of Southern California); Divya Sathyanarayanan (USC Annenberg School for Communication and Journalism, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2018
Version: July 15, 2018
Length: 10 pages
Data source: Field research
View full details