Harvard Case - Activision's Skylanders: The Quest to Bring Toys to Life
"Activision's Skylanders: The Quest to Bring Toys to Life" Harvard business case study is written by Jeremy Dann, Marianne Szymanski, Divya Sathyanarayanan. It deals with the challenges in the field of Strategy. The case study is 21 page(s) long and it was first published on : Jul 15, 2018
At Fern Fort University, we recommend that Activision continue to leverage its innovative 'toys-to-life' concept, focusing on strategic growth through diversification, globalization, and digital transformation. This strategy should be underpinned by a strong focus on product differentiation, brand management, and strategic alliances to maintain a sustainable competitive advantage in the evolving gaming landscape.
2. Background
This case study explores Activision's groundbreaking 'toys-to-life' concept, embodied in the Skylanders franchise. This innovative approach, combining physical toys with interactive video games, revolutionized the gaming industry, achieving significant success in the early 2010s. However, the case highlights the challenges Activision faced as competitors emerged and the market evolved.
The main protagonist is Activision, a leading video game publisher, facing the critical decision of how to sustain the success of Skylanders in a dynamic and competitive market.
3. Analysis of the Case Study
SWOT Analysis:
- Strengths:
- Strong brand recognition and established customer base.
- Innovative 'toys-to-life' concept with a unique value proposition.
- Strong marketing and distribution channels.
- Expertise in game development and technology.
- Weaknesses:
- High reliance on physical toys, susceptible to competition and changing consumer preferences.
- Limited digital content and online engagement compared to traditional video games.
- Potential for production and supply chain disruptions.
- Opportunities:
- Expanding into new markets and demographics.
- Leveraging digital platforms and mobile gaming.
- Integrating augmented reality and virtual reality technologies.
- Developing new intellectual property and franchises.
- Threats:
- Increasing competition from traditional video games and other 'toys-to-life' offerings.
- Shifting consumer preferences towards digital content and online gaming.
- Technological advancements and potential for disruption.
Porter's Five Forces:
- Threat of New Entrants: High, as the 'toys-to-life' market is relatively easy to enter, with low barriers to entry.
- Bargaining Power of Buyers: Moderate, as consumers have a wide range of gaming options, but the unique nature of Skylanders provides some differentiation.
- Bargaining Power of Suppliers: Moderate, as Activision relies on toy manufacturers and technology providers, but it has established relationships with key suppliers.
- Threat of Substitutes: High, as traditional video games, mobile games, and other interactive entertainment options offer strong substitutes.
- Rivalry Among Existing Competitors: High, as the market is crowded with established players and new entrants, leading to intense competition.
Value Chain Analysis:
Activision's value chain consists of:
- Inbound Logistics: Sourcing of physical toys and components.
- Operations: Manufacturing and assembly of toys, game development, and software development.
- Outbound Logistics: Distribution of toys and games to retailers and consumers.
- Marketing and Sales: Promotion and marketing of Skylanders products.
- Customer Service: Providing support and resolving issues for consumers.
Business Model Innovation:
Skylanders introduced a novel business model by combining physical toys with digital content, creating a new revenue stream through the sale of both toys and games. This model has been replicated by other companies, demonstrating its success and potential for further innovation.
Strategic Planning:
Activision's strategic planning should focus on:
- Diversification: Expanding into new product categories and markets, such as mobile games, digital content, and other entertainment experiences.
- Globalization: Targeting emerging markets with high growth potential, adapting products and marketing strategies for local preferences.
- Digital Transformation: Embracing digital technologies, such as augmented reality, virtual reality, and cloud gaming, to enhance the gaming experience and reach new audiences.
4. Recommendations
1. Diversification:
- Develop new intellectual property: Create new 'toys-to-life' franchises with different themes and characters to appeal to broader audiences.
- Expand into digital content: Offer more digital content, such as online games, mobile apps, and downloadable content, to cater to the growing demand for digital experiences.
- Explore new product categories: Consider developing other 'toys-to-life' products, such as educational toys, collectibles, and interactive experiences.
2. Globalization:
- Target emerging markets: Identify high-growth markets, such as China, India, and Brazil, and adapt products and marketing strategies to local preferences.
- Establish strategic alliances: Partner with local companies to facilitate distribution, marketing, and cultural adaptation.
- Develop localized content: Create content that resonates with local cultures and languages to enhance engagement and appeal.
3. Digital Transformation:
- Integrate augmented reality and virtual reality technologies: Enhance the gaming experience by incorporating AR and VR elements, creating immersive and interactive gameplay.
- Develop cloud-based gaming platforms: Offer cloud gaming services to provide access to Skylanders games on multiple devices and platforms.
- Leverage social media and online communities: Build strong online communities to foster engagement, share content, and gather feedback from players.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Activision's strengths, weaknesses, opportunities, and threats. They align with the company's core competencies in game development, technology, and brand management. They also cater to the evolving needs of consumers, who are increasingly demanding digital experiences and seeking entertainment options beyond traditional video games.
Quantitative Measures:
- Increased revenue: Diversification and globalization strategies are expected to generate new revenue streams and expand the customer base.
- Enhanced customer engagement: Digital transformation initiatives are projected to increase player engagement and retention.
- Improved brand awareness: Strategic alliances and targeted marketing campaigns will enhance brand visibility and recognition in new markets.
Assumptions:
- Consumers will continue to embrace digital entertainment options.
- Technological advancements will continue to drive innovation in the gaming industry.
- Activision will successfully adapt to the changing market dynamics and maintain its competitive edge.
6. Conclusion
Activision's Skylanders franchise has revolutionized the gaming industry, but the company must adapt to the evolving market landscape to sustain its success. By diversifying its offerings, expanding into global markets, and embracing digital transformation, Activision can maintain its competitive advantage and continue to innovate in the 'toys-to-life' space.
7. Discussion
Alternatives:
- Focus solely on physical toys: This strategy risks losing market share as consumer preferences shift towards digital content.
- Abandon the 'toys-to-life' concept: This would require significant investment in new product categories and could alienate existing customers.
Risks:
- Competition: Intense competition from other 'toys-to-life' companies and traditional video games could erode market share.
- Technological disruption: Rapid technological advancements could render existing products obsolete and require significant investment in new technologies.
- Consumer preferences: Shifting consumer preferences towards digital content and online gaming could impact the demand for physical toys.
Key Assumptions:
- The 'toys-to-life' market will continue to grow.
- Consumers will remain interested in interactive entertainment experiences.
- Activision will successfully adapt to the changing market dynamics.
8. Next Steps
- Develop a detailed strategic plan: Outline specific goals, timelines, and resource allocation for each recommendation.
- Establish key performance indicators (KPIs): Monitor progress towards achieving strategic goals and measure the effectiveness of initiatives.
- Invest in research and development: Continuously innovate and develop new products and technologies to stay ahead of competitors.
- Build strong partnerships: Collaborate with key players in the gaming industry to expand reach and leverage complementary expertise.
- Monitor market trends: Stay informed about emerging technologies, consumer preferences, and competitive landscape to adapt strategies as needed.
By implementing these recommendations and adapting to the dynamic gaming landscape, Activision can ensure the long-term success of the Skylanders franchise and maintain its position as a leading innovator in the interactive entertainment industry.
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Case Description
One of the world's most successful video game companies, Activision was looking create a potent new game franchise after the success of its popular Guitar Hero and Call of Duty products of the early 2000s. An internal design studio proposed Skylanders, an entirely new concept and business model in the video game industry. Capitalizing on RFID technology, they created collectible, physical toys that were integrated into game play, pioneering a new game category: "toys to life." After media and game powerhouses introduced similar offerings, Activision executives had to decide what the next wave of growth might be in a crowded marketplace.
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