1 KIDS GAME - Nordic Licensing Company

NLC Brand Day
September 2014
Licensing & Partnerships Summit
June 17, 2014
WHO IS ACTIVISION?
 The world’s largest independent game publisher, 30 YEARS IN THE BUSINESS
 $4.75 Billion+ in Annual Revenue, $14 Billion+ Market Capitalisation
 Owner of many of the WORLD’S MOST SUCCESSFUL GAME FRANCHISES
 Close partnerships with the STRONGEST retailers:
PRIVATE AND CONFIDENTIAL
STILL LEADING THE INDUSTRY
BRINGING TOYS TO LIFE
MAGIC
Imaginative & Physical
Nature of Action Figures
Immersive & Open-Ended
Play of Video Games
A Global Phenomenon…
#1 Kid’s Game Franchise
#1 Action Figure
#1 Kid’s Game Franchise
#1 Action Figure
#1 Kid’s Game Franchise in GER
#2 Kid’s Game Franchise in FR
#1 Action Figure
#1 Kid’s Game Franchise
#1 Action Figure
#1 Kid’s Game Franchise
#1 Action Figure
Distributed in 23 countries. Translated into 15 languages.
Source: NPD / GfK, full-year 2013; ATVI Internal Estimates
Fastest to $2B
in Retail Revenue
AMONG INDEPENDENT GAME PUBLISHERS
13M+ Games
175M+ Toys
SOLD THRU GLOBALLY
Sources: NPD, GfK and internal Activision estimates
#1 Kid’s Video Game
Franchise Globally
FY 2012 & 2013
#1 Action Figure
Globally
FY 2012 & 2013
PRIVATE AND CONFIDENTIAL
VIDEO GAME CATEGORY
$140M
#1
$123M
$110M
$101M
Video Game
Globally in 2014 YTD
Source: NPD 2014 YTD through April, GfK 2014 YTD through March; ATVI Internal Estimates; all properties includes Video Games and Video Game Accessories
ACTION FIGURE CATEGORY
40% Bigger than #2!
$113M
#1
Action Figure
$81M
$37M
$29M
$23M
Globally in 2014 YTD
Source: NPD 2014 YTD through April, GfK 2014 YTD through March; ATVI Internal Estimates; all properties includes Video Games and Video Game Accessories
BIGGEST PARTNERSHIPS
Multi-Snack Pack
Seasonal Takeovers
Year Long Promotion
GoGurt, Fruit Snacks
Cereal & More
New Partnership
Global Partnership
With Media Support
Over 55 Countries
February - December
July – March
March - December
BIGGEST PARTNERSHIPS
Nestle Water - Italy
Branded Bottles & Media
Frubes Yogurt - UK
Huge retail presence
Nestle Noodles -AUS
Branded campaign with GWP
May - October
January - September
October - December
Robust Global Program
2013 BEST LICENSE OF THE YEAR
TOP TIER PARTNERS
PRODUCTS IN ALL KEY CATEGORIES
SUCCESS DRIVEN BY INNOVATION
2011
2012
2013
Created the Toys To Life
category
Launched LightCore
technology
Enabled kids to build their
own heroes and bring them
to life in a game
Include Trap Team trailer here
Capture Evil. Unleash Good
In Skylanders Trap Team, Kaos continues his ongoing quest to rule over Skylands.
He has discovered the location of the legendary Cloudcracker prison – a fortress
built entirerly out of the magical substance TraptaniumTM and home to Skylands
most nefarious baddies.
In an attempt to build his own army of foes, Kaos blows up the prison, releasing
the most wanted villains and blasting shards of Traptanium to Earth in the form
of traps.
Now it’s up to Portal Masters to recapture all of the escaped villains using
powerful Traptanium Traps and defeat Kaos before it’s too late!
2014 Innovation
Trap and Play as Villains
Magical new Traptanium Portal
New Guest stars & Minis
Industry-Leading Tablet SKU
New Traptanium Portal
New Form Factor &
New Branding
Integrated Speaker and
Multi-color LED Lighting
The Magic of Life-to-Toys
is built in
Note: 3DS Starter Pack has different portal and contents than console.
PRIVATE AND CONFIDENTIAL
Starter Pack Overview
Platforms:
Wii, X360, PS3,
WiiU, XB1, PS4,
3DS, & Tablet
Note: Skylanders Trap Team packaging not final. 3DS Starter Pack has different form and contents than console. Final contents may differ from above.
PRIVATE AND CONFIDENTIAL
Starter Pack Configuration
1 Trap Team
1 New Core
2 Traps
Portal
*Names, Toy Designs, and Trap Selections Not Final. 3DS planned with differentiating Characters and Traps.
Software
PRIVATE AND CONFIDENTIAL
Character Toy Lineup
18
Trap Master
Skylanders
18
New Core
Skylanders
£14.99
Note: Skylanders Trap Team packaging not final. Suggested Retail Prices.
5
Returning
Core
£9.99
8
Mini
2-packs
Singles / 3-pks
£14.99
£5.99 / £14.99
50+
Traps
Trap SKU Lineup
25 Sculpts x Color/Elements = 50+ Traps to Collect!
40+ Trappable Villains
All Skylanders Can Use Traps
Villains and Traps are Elementally Aligned
Traps also available in limited 3-packs and 8-pack
Note: Skylanders Trap Team packaging not final..
PRIVATE AND CONFIDENTIAL
Trap Team on Tablets
First-ever AAA console game launched day-and-date on Tablets
Extends Skylanders drive of digital revenue into Retail stores
A single SKU for both iOS and Android platforms
The full Console experience, available for Tablet players:
̶ Same game title, experience, packaging, launch date, and price
̶ Added value from included game controller and tablet stand
Note: Tablet gameplay for Illustration purposes only.
INSERT TABLET VIDEO HERE
NEW STYLE GUIDE ART
What’s Going on
Looking
Forward
Locally?
Awareness growing by the day
Skylanders series awareness Boys 6-12
52%
52%
Nov-12
Jan-13
54%
55%
58%
60%
Nov-13
Apr-14
61%
42%
Sep-12
March 2013
Sep-13
June 2014
Nordic Franchise Success to Date
#1 KIDS GAME
since Launch in October 2011
#1 FRANCHISE 2012,
2013 and 2014 TO DATE
in Total Video Games
700K Starterpacks
Sold to Date in Nordic
4,8M Characters
Sold to Date in Nordic
Source: GfK video games and accessories (value) DSR LTD skylanders SSA+Giants exploded (units)
27
RETAIL PLANS
Retail Exclusives plan
Exclusives
Legendary Jaw
Breaker
(Trap Master)
Legendary Adventure
pack
Nitro Krypt King
(Trap Master)
Preloaded trap
Brawl & Chain
Preloaded trap –
Riot Shield
Shredder
Gill runt + Gill Grunt
(Core + Mini)
Gearshift
(Trap Master)
5000
3000
2000
6000
2000
1000
1000
Launch October
2014
Volume
Account
Channel wide
HOLIDAY 2014
TYPE
Retailer
LEGENDARY Déjà vu
Core charachter
CHRISTMAS LOBSTAR
Trap Master
Channel wide
FRYNO + SMALL FRY
2 PACK (MINI + CORE)
LOCKED
Pre-order plan
Apr
May
June
July
Aug
Sep
Online pre-order 24th April
Okt
Nov
Dec
•
For the First Time in Nordics Pre-order
Boxes in shelves at 4 Key retailers (Toys R
Us, Game, BR Leksaker, Mediamarkt) to
gain dominant in-store visibility
•
ICA – New retailer taking pre-orders
•
Boxes produced in 4 local languages
•
Contains countdown calender, poster and
Trap Team pen
•
320 POS standees across Nordic with A5
Flyers to communicate the Pre-Order Offer
•
Bundles with tablet
Big pre-order boxes on shelves & POS
Dark Edition & Tablet
Pre-order Nordics
Retail Interactive Refresh
SIMPLE,
MAGICAL
MESSAGING
SHOWCASE THE INNOVATION
CLEARLY EDUCATE AT RETAIL
Goal:
 Refresh the interactive Display with a heavier focus on education
Strategy:
 Refresh existing Swap Force to Trap Team branding and videos
 Integrate physical trapping into display
 Utilize the retail interactive units to:
– Primarily message Toys to Life / Life to Toys
– Supporting messages focused on trappable & playable villains
Shop-In-Shops
•
Increase visibility in Key Flag Ship Toy Stores (Toys R US & BR Toys) through shopin-shop set-ups
33
SUPPORT PLANS
Nordic Key Dates – NEVER DARK
Apr
New toy
arrivals
May
W4
June
July
Aug
Sep
Okt
W1
W6
W5
Nov
Dec
W2
W3
Holiday Lobster
Kick Off Countdown limited toy - Worldcup
Easter Exclusives
Media
TV
Digital & Search
Digital & Search
Easter SOA
Cinema
Cinema
Cinema
Retail
TV
TV
Back to School SOA
Summer SOA
GWP Mini’s
Aug/Sep SOA
LAUNCH
Christmas Catalogues
IDU Refresh 19th Sep
POS goes live
FDSU’s + POS
Christmas SOA
Nov SOA
Portal Recycling program
Pre-Order Trap Team
Skylanders Happy Meal 20th Nov
Partnership
Trap Team Robot Magazine
Events
Easter Egg
Hunt
Reveal Trap Team
Skylanders Day
Launch Trap Team
Reviews, features
Kick Off Countdown news
Announce Summer events
Gamescom
Announce New character drops & Exclusives
E3
Ongoing
programs
Mall Tour in Denmark and Sweden
Trap Team event at McDonalds
Announce W4
PR
Nickelodeon Demotour
Skylanders Day
Skylanders flyer to educate about TT
BIRTHDAYS AND LOYALTY PROGRAMS
Nordic Media Plan
Media kicks off: 3rd October 2014
TV Kids B6-11
Cinema
Sweden + Denmark
Sweden
GRP
Reach 1+
Reach 3+
OTS
625
44%
33%
14,2
Sweden
Families
677 000 contacts
Reach 12%
OTS 1
Norway
GRP
Reach 1+
Reach 3+
OTS
592
52%
34,3%
11,38
Denmark
Families
1,265 000 contacts
Denmark
GRP
Reach 1+
Reach 3+
OTS
650
38%
30%
17,1
Finland
GRP (A6-11)
Reach 1+
Reach 3+
OTS
590
73%
50%
8,0
Digital
Total impressions
Nordics:
31 000 000
Search
Sep
Oct
Nov
Dec
Google Search
Nordics
Clicks:
31 000
TV Kids
Impressions:
4 000 000
Views:
700 000
Digital
Digital
Cinema
Cinema
Search
EVENT PLANS
Event strategy 2014
Strategy
Provide Pre-Release Hands-on Experience to drive title and innovation awareness
Objective
July
Build demand and drive pre-orders and day 1 sales
Aug
Sep
Oct
Nov
Halloween
Nickelodeon
Summer demo tour
IDU
Refresh
Shopping mall tour
Webhallen
Launch event
Dec
Jan
Feb
Skylanders Trap Team
Championships
Top Toy
Nickelodeon Tour 2014
•
•
•
•
•
•
7 event stops in the biggest Summer parks across Sweden
120 m2 area with Trap Team branding
Sweden’s biggest celebrities performing for kids
Retail partner: Mediamarkt selling stock and taking Trap Team pre-orders, T-shirt incentive
12 trial stations on WiiU (14 Swap Force trials first 2 first stops)
30 000 visitors to the SkyLanders area
Mall Tour Engaging Kids!
•
•
•
•
•
Skylanders as a part of a Social Gaming Tour in Sweden & Denmark
Period: September, week 39 – December, week 50
Focus on Trap Team trials with 8 trial stations
Gamestop present at all dates driving pre books and converting trials to sell through
Gamestop to support with in-store offers, CRM and Facebook
Contact NLC
to get
involved!
Getting More from our Partnership
What:
•
Skylanders Trap Team themed familyday events in
70 restaurants.
Period:
•
13th December, 2014 in Sweden.
How:
•
Voucher in parent’s letter (Ronald Magazine) 6th8th October
•
Voucher in Happy Meal (participating restaurants)
will get a trade in portal voucher.
•
Trap Team competition in Ronald McDonalds &
Friends, Club Magazine. Reaching 150 000 kids,
between 6th Oct – 18th Dec.
Contact NLC
to get
involved!
Partnering with Robot Magazine
• Leverage special Trap Team
edition at launch in Sweden
• Opportunity to run
competitions and promote
licensing products
• Covermount (30 000).
Products, Products Everywhere!
2015 PLAYBOOK
Jan
Feb
Calendar
TV
Digital
Mar
Apr
May
Jun
Jul
Easter
Kids TV
Kids TV
PR
Toy Waves
Partner
Oct
Nov
Digital
Always On Search
2015 GAME
LAUNCH
Always on Search
Summer Trial
Half Term SOA’s
Easter SOA’s
Summer SOA’s
BTS SOA’s
Pre-Order Strategy
Sales Performance & News
Wave 4
Character Bios
Reveal
Easter
E3
Summer Press
Gamescom
Programs
Birthday Programs and Loyalty Programs
Catalogue
Char Bios
Wave 5
Partnerships & Promotions
Related to Launch of 2015 Game
Dec
Holidays
Launch
Campaign
Broadcast Sponsorship
Digital
Sep
Back to School
Demo
Tours
Retail
Aug
Partnerships & Promotions
Gaming Accessories
Constructions Toy
Dress Up
Trading Cards
Board Games
Meet N’ Greet
Apparel
Apparel
Home
Stickers
Stationery
Posters
Stickers
Back to-School
Party Goods
Hardlines
60
Footwear
Personal Care
BRANDING
FRANCHISE BRANDING
• Create a merchandise program that is cohesive and timeless
• Universal, franchise logo is not title specific
More creative than ever!
LICENSING OVERVIEW
BRINGING IT TOGETHER AT RETAIL
Skylanders – Why We’re Here to Stay
• Innovative Excellence – We’re Invested in Making
Technologically Superior Games and have a Roadmap to do so
for Years to Come.
• Our Financial Commitment and Overall Importance at Retail
Continues to Exceed Both our Theatrical and TV Competition.
• All Sales Happen Within the Retail Environment, Making Us an
Important Brand Partner.
• Corporate and Personal Commitment to Our Combined and
Your Specific Success…. And we have the BEST Agent!
THANK YOU!!
LICENSING OVERVIEW