THE BOOK OF TIM

In 2011, Activision introduced Skylanders that let you put action figures on a portal and they appeared in game. It was huge. Like more action figures than Star Wars, Pokemon and Bakugan combined huge.

But for Skylanders Trap Team, they added a twist.  Kids could pull villains OUT of the game with a crystal trap and use them on their team.  

Since it was a new technology that kids needed to understand, we created an epic two-minute, Hugo-ish reveal film to explain it all, followed by a launch campaign on TV and a series of gameplay shorts called Meet the Villains that let kids understand exactly who they were trapping.