Activision's Skylanders is the biggest cash generator this year

Toys enlarge Activision's bank balance

The Skylanders franchise has made more revenue than any other game property this year so far, according to Activision.


Activision said that both the game and toys combined had generated more cash than any other game franchise between January and the end of April.

The games market in the west has undergone significant contraction this calendar year, particularly at retail, so Skylander's domination had not faced the kind of competition typical in the games industry. Activision also would not reveal how much of its total revenue was taken from the toys side of the business.

But the distinctive allure of the Skylanders has proven to be a momentous success for Activision, particularly since it has been six months since the new IP launched.

"This achievement is incredibly gratifying, and quite an honour for everyone at Activision," said Activision CEO Eric Hirshberg.