Supermarkets will be hoping to repeat their role in the success of Skylanders - the surprise video game hit of the past year - when the sequel rolls out next month.

Launching on 19 October, Skylanders Giants is the follow-up to the Skylanders Spyro’s Adventure game, and will again use a ‘Portal of Power’, which and players place action figures on.

The franchise had brought interactivity to a new level, said Frederique Tutt, toy analyst at NPD. “It brought a digital concept to real life and proved that toys and video games are not mutually exclusive.”

A key reason for the game’s commercial success has been its expandability - players could buy figures (rsp: £9.99) that would give them a new character to play and might open up new parts of the game.

Last year, supermarkets struggled to keep up with demand, and the popularity of the game has prompted some to create dedicated fixtures.

Skylanders publisher Activision said the performance of the game in supermarkets had exceeded its expectations. “It resonates with the family consumer,” said a spokesman.

It was a view echoed by Asda’s Ben Encell, who said: “The price makes it affordable to families on a budget.”

Like the original, Giants will sell as starter sets - with or without the Portal of Power - and individual figures, but will introduce Giant and light-up figures.

Activision said supermarkets were increasing distribution of the brand for the Giants launch, which would be supported by a media push including TV and press.

But Asda was not expecting the launch-day excitement generated by a new Fifa or Call of Duty. “Skylanders is a longer-term brand that should build to a peak around Christmas,” said Encell.

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