SkylandersShot1 18 Jun

At the Licensing Expo 2014, Activision Blizzard has revealed the expansion of its Skylanders licensing, which now spreads across 175 companies over the world.

The new licensing deals include branded fruit snacks and cereals with General Mills, a Skylanders-themed magazine with Immediate Media, a comic book series with publisher IDW as well as coloring books from Crayola. Activision is also looking to expand on book publishing with Penguin Group, who has sold over 2.5 million Skylanders books already.

“From a global branding perspective, this has been a remarkable year for the Skylanders franchise,” said Ashley Maidy, vice president of global licensing and partnerships at Activision Publishing, Inc. “We are delighted that many of the world’s leading brands are collaborating with us on meaningful programs that let our fans engage with the Skylanders brand in ways that didn’t exist three years ago.”

(via GI International)