TRU Readies for New Skylanders

Toys ‘R’ Us is prepping for the Oct. 13 release of Activision Publishing’s “Skylanders SWAP Force” with a line of exclusive figures and in-store events.

The new video game, which is the follow-up to “Skylanders Giants” and “Skylanders Spyro's Adventure,” features an all-new, innovative play pattern that allows Portal Masters to swap the top and bottom halves of Skylanders figures to create their own unique characters.

“Skylanders SWAP Force” will be available for the Nintendo Wii, Wii U and 3DS, the Xbox 360 and the PlayStation3, as well as the upcoming Xbox One and PlayStation4 consoles when they debut next month.

Once again, Toys ‘R’ Us will be the only place where fans will find the limited edition Legendary Series of toys, which includes alternative versions of new SWAP Force characters.

"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," says Richard Barry, executive vice president and chief merchandising officer, TRU. "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."

To celebrate the launch, Toys ‘R’ Us is planning a series of events nationwide.

On Oct. 10, Activision is partnering with Toys ‘R’ Us to bring the Skylands to life with SWAPtoberfest, a fan festival in Times Square will provide kids with the opportunity to play the game before it's available, receive giveaways, take photos with Skylanders characters and take part in additional Skylanders SWAP Force-themed activities.

On Oct. 12 and 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.

TRU stores across the U.S. will open one hour early on Oct. 13, with select locations opening from midnight to 1 a.m. to accommodate super fans.

"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," says Eric Hirshberg, chief executive officer, 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."

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