Frito-Lay, Activision Team on Gaming Giveaway

Brand limits involvement to outside-game push

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When Activision launched its Skylanders: Spyro’s Adventure video game last fall, they—and game developer Toys for Bob—banked on its kids appeal by having players purchase toy action figures to access certain characters in the game. Now Activision is once again connecting digital and offline for the rollout of an exclusive online minigame, Skylanders: Spyro’s Universe, in partnership with Frito-Lay.

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