“We had very high hopes for it, but it far exceeded our expectations as far as how hot it was. As far as toys to software, it was maybe two or three times what we thought it was going to be. It was a lot higher than we anticipated.”
Activision hasn’t ruled out the possibility of taking the franchise trans-media with a movie or TV series, either.
source: http://www.vg247.com/2012/06/2...s-expectations/