darkSpyro

I've been thinking about this and was wondering what others thought. How do the big national retailers feels about Skylanders and how it effects their business? For that matter, how do they feel about DI and any future toy/video game combo, since this is essentially a relatively new product.

Best Buy - I think they are somewhat indifferent to negative about it. They are in the electronics business, not toys. They probably would rather not have to sell these, but they have to stay relevant in the video game market. If the trend continues and they have to sell more toys, it won't be good for them. I don't really think it brings in new customers either. Perhaps I'm wrong about this, but they aren't involved with any exclusive releases either.

GameStop - I think they have some positives, but mostly not good. They want to sell video games, not toys, and they don't have the shelf space for toys. I sounds like they don't have the distribution channels either. On the positive side, I think it does bring in new customers since many think of GameStop as a mature gaming store. Since video games is all they do, they have to be a big player in this. I'd imagine they'd prefer to see the trend die out though.

Target - I think they're indifferent all around. They sell everything and don't care what it is. They aren't going to put too much into this though as they have too many other things to worry about.

Amazon - Same as Target, although I don't think they care too much about being considered relevant and a player in the market. People go to Amazon because it's easy, not for exclusives.

Walmart - Pretty much the same thing as Target as well I think. However, I think they tend to care to a lower income, and therefore care even less since this is a somewhat expensive item.

TRU - They are the clear winner here and they know it. They sell toys first, video games second (maybe baby gear 2nd). Managing the stock is best suited for them over any other store. They have the shelf space to go nuts (and they clearly have) and the buying power to sell in high volume, even at a markup. Skylanders success is their success. I'm sure they love DI too, and would love for this trend to continue.

GameStop isn't a huge fan. Truth be told, GameStop would probably be pretty cool with just flat out not selling any new products at all. The profits they make on used product is so insane, the new stuff is just there to entice folks to come on.

Amazon did have an exclusive in Giants, and I wouldn't write them off for Kickoff Countdown or Jade Fire Kraken or Springtime Trigger Happy, or some other as of yet un-named figure. People use them because folks are tired of waking up at 7am and driving to a store only to find they don't know what they are doing from brick and mortar retailers.

Btw, you are comparing their customer's market...not sure we'll EVER KNOW how they FEEL about skylanders. I suspect most think it's a passing fad. I'm confident in saying after three years it's finally showing some signs of cooling but not a fad--not by a long shot. It's ability to stand the test of time is going to be in how aggressive Activision is on the brand. Right now--it's being rode hard and they need to ease up a bit.

I think they are all enjoying the money these games/toys are making them.