Our campaign invited kids to bring their toys to life with the “Boom!” moment and focused on celebrating the magic of Skylanders: Spyro’s Adventure. We didn’t want it to feel like we were introducing a new toy, but rather a new category where kids could use video games to bring toys to life.

We approached marketing for Skylanders less like a toy and more like a Pixar movie. With help from the writers of Toy Story and the animators at Panda Panther, we created a 3D cinematic trailer that introduced kids to the Skylanders' back-story. It ran exclusively in front of the family blockbuster “Puss in Boots” and made young audiences fall in love with the characters and the gameplay magic.