Skylanders Heads to the Food Aisle

Activision teamed up with General Mills to launch its Skylanders brand into the food category for the first time.

Skylanders-shaped fruit flavored snacks and Skylanders-branded GoGurt, Fruit Roll-Ups and Fruit Gushers will hit store shelves. The partnership will bring six character favorites, including Chompy, Gill Grunt, Jet-Vac, Kaos, Stealth Elf and Eruptor, to grocery stores, supermarkets, drug stores and mass market retailers beginning this month.

The promotion will continue through October to coincide with the debut of Activision’s latest Skylanders game, “Skylanders Trap Team,” which features an all-new play pattern called “trapping” that allows kids to bring the virtual and physical worlds of the brand to life. Kids will be able to control the Skylanders characters within the game, as well as capture villains in the game and pull them out into real-life, thus empowering kids to be the heroes of the Skylands.

General Mills is supporting the program with a series of interactive campaigns that will highlight this integration of virtual and real-life game play. The GoGurt Slurp Till It’s Flat program will let kids trap a variety of Skylands villains inside a GoGurt tube; while the Fruit Roll-Ups promotion will allow kids to capture Skylanders characters on their tongues and Fruit Gushers will give kids the ability to experience fire and water elements. Both Fruit Roll-Ups and Fruit Gushers will feature new characters from the upcoming game.

Looking ahead to next year, General Mills will introduce four Skylanders Skystones games inside specially marked General Mills cereal boxes starting in February 2015. Special codes will unlock exclusive content on the “Skylanders Collection Vault” app, and the game will feature characters that have only previously been available in the Skylanders video game.

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