Gamers are no strangers to shortages. Most of us learned early on that in order to secure a console at launch, preordering is almost always required. We get it.
Once we have a game at home (and the platform on which to play it), though, we’re used to being ready to play as much of that game as we want. We’re also no strangers to expansions, whether they are available on another disk or as DLC. With rare exception, all we need to do to access those expansions is purchase them digitally and download.
Enter Skylanders.
As you know from my review and our lauding of the game on the N4G Podcast, we’re big fans. The game is a very clever action-RPG that, while designed for younger audiences, is quite enjoyable for adults. Any gamer purchasing Skylanders should be aware before checking out that what you get in the box won’t give you access to every area of the game. In order to access all of the elemental areas, you need at least one Skylander figure in each of the eight elements. The starters come with three, leaving you with five to purchase as singles, in three-packs or adventure packs. You don’t need more than the starter pack to complete the game, and if that’s your choice, you’ll still have a great experience. However, if you want a more complete adventure, you’ll have at least eight figures and you are constantly tempted with previews for figures that aren’t in your collection or aren’t out yet. All you need to do is go to your local toy or game store and pick up more figures. Right?
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Wrong.
Currently, Skylanders are sold out in many areas. You can probably still find the starter packs, but if you are looking for figures to round out your elemental needs, you’re probably out of luck for now.
This exposes a major problem with the game’s model. Unlike DLC for games, which is available at nearly all times and in infinite supply, the Skylanders Toy-loadable Content is a bit trickier. The cost is higher, which should be something anyone purchasing the starter is aware of before swiping their credit card. More importantly, though, you need to find an outlet that has figures in stock. While it was a bit tricky to find specific Skylanders through the holiday season, if you were simply looking to fill an elemental slot without regard for the character, you would most likely find something to meet your needs (except for Air, which is scarcer because one of the two available figures is only available at Target).
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Between Christmas and the turning of the new year, something happened to the supply. After calls to many retailers in a few different areas of the country, and reports from readers, figure packs (in any configuration) seem to be completely depleted from store shelves. Sure, demand is most certainly up. Those gamers, both young and old, looking to build a collection after receiving the game for a gift are on the hunt. Unfortunately, this poses an interesting question for those that want to play the game, “Do I play now, leading to backtracking later, or simply wait until I have one character of each element?” Choice about whether to purchase more figures has been removed from the equation, replaced by a far less appealing one.
We’ve reached out to Activision to gain some understanding of what’s going on with the supply and when stores might be restocked and, as of publishing, haven’t received a response. If Skylanders is to be a model for future game development for young audiences, this issue needs to be addressed. Supply must be constant through the product’s life cycle. No one is expecting every retailer to have every figure, or even every element. For every retailer to be completely devoid of stock, though, is unacceptable. If this problem persists, Skylanders will turn from an astounding success to a horrific failure from a long-term development perspective. Those that jumped on the Skylanders bandwagon will, no doubt, remember product shortages when the inevitable Skylanders 2 (or other toy-based game) arrives.
We certainly hope that this is a very short-term problem as we’re big fans of the game and the ability to move characters across platforms. We’ll be sure to keep you posted if we receive further information.
Update (10:55 AM EST) – This was spotted on the official Skylanders Facebook page (and brought to our attention by Dan Amrich/@OneofSwords):
We are working hard to get more Skylanders in stores as fast as possible! Starting in mid-January, you’ll also be seeing Skylanders that haven’t yet been released. We’ve listened to your requests and are pulling together as much info as we can share – check back at Facebook soon.
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Update (5:17 pm EST) – I happened to be at a local Toys R Us and noticed two things that bothered me.
First, their stock of figures was fully depleted (there were many starters, though). Second, the chain is price gouging. MSRP on Skylanders figures is $7.99 for a single figure and $19.99 for a three-pack or adventure set. Prices at Toys R Us today are up 25% to $9.99 and $24.99.
Additionally, we strongly suggest you stay away from GameStop for online purchases. The figures are only available as a blind buy (random). They are also gouging with three-packs priced at $25 online.
Chris Campbell
That is soooooooo true I hope activision makes more skylanders soon
Tiffany
If you really want to know why Skylanders’ figures are out of stock, simply look at Amazon. People are remarketing these figures between $15 to $37. My local Kmart had a guy come in and bought all the stock they had out. Dissappointed, I simply whated to buy a figure for son as a reward for good behavior and excellent report cards. So I believe the shortage will continue as the vultures swipe up the stock as they come in. This is worse than Cabbage Patch shortage of 1984.
Michael "PaladinXII" Futter
I agree that poachers/vultures/jerks are a part of the problem, but before Christmas, a steady supply was keeping this behavior in check. There were a few characters that you would see go for obscene prices via Amazon Sellers and eBay (Sonic Boom, Whirlwind, Drill Sergeant and Hex/Wrecking Ball/Dino-Rang before they were widely available).
Once the supply kicks up again, the vultures will find themselves with stock on hand that they won’t be able to move.
That is to say, they’ll get their’s. :)
Not Happy Jan
Personally I hope ActiVision/Blizzard get burnt BIG time over this. Had I known that the figures were going to be so hard to find I would’ve asked for Skyrim for Chrissy instead. Luckily I got a gift voucher (which I was intending to use on Skylander figurines) so picked up Skyrim anyway. Still…..I’m pretty cheesed that every single store is out of Skylander stock, except for useless starter packs, and I for one will walk straight past “Skylanders 2” if it ever comes out. Thanks for nothing ActiVision.
Matthew
My 6 year old son got the PS3 version along with an extra character for Christmas. Through various resources he also had enough money to purchase a few triple packs – but every store in town completely sold out. I cant tell you how dissapointed he was.
Now its Mid january and he’s upstairs now completing the last level… I asked him if he still wanted to get extra characters, his reply being “Why… I’ve finished the game now”. And speaking to other parents, its the same thing – the kids no longer want the extra characters as the game has been finished.
Activision have shot themselves in the foot, my son (and many of his friends) no longer want the extra characters and I would imagine that Activision was planning to make most of their money from the backended sales of the characters.
Its simple marketing 101 – the easiest time to sell to somebody (especially young kids) is when you have just made the original purchase. The time gap between original purchase and when the figures are going to be available (mid February for Australia) is just too great – they will just find the next fad to pass their time.
Michael "PaladinXII" Futter
Matthew,
I’m unsurprised by the reaction from that age group. I think that Activision hopes to extend the life of the game with the two remaining adventure packs (large game level, character and two magic items each), giving kids a reason to go back to the game.
They are also banking on kids wanting to show off their Skylanders to their friends via the 2-player competitive mode. This will spur kids to go back into the game to further level their characters.
Regardless, the distribution plan might not be working out exactly has they intended.
Matthew
On top of the distribution issues, the cost to purchase in Australia is almost twice the price than they are in America, despite the fact that we have a far better exchange rate against the $US and that its far cheaper to ship goods from China to Australia than the US.
Chris
I saw a cynder figurine on eBay for $100, some people charge crazy prices for some things.
Jessica
Well I am at least glad I am not the only one out here wondering what in the world is going on. Our son really didn’t want much for Christmas so when he halfway seemed interested in Skylanders, we ran out and bought it. Of course now he is addicted (as well as my husband). It is a great game but I cannot not understand the problem here. To at least release some explanation would satisfy me as a customer. We are about ready to move along in the video game world. Instead of tapping my foot and waiting, I am about ready to put my foot down and stop buying their products.
BettyCrocker
When I bought the starter pack as a Christmas gift for my 6 year old son, I overheard a teenager tell her Mum she should buy all the figurines she can because they will soon be hard to get. Her Mum recoiled in horror at the price ($15 each in Australia) and said it was just too much money at once. I wish I took the advice of that teenager! Why was it so easy for her to anticipate the demand whereas Activision couldn’t? I think as usual the supplier is creating a huge demand to up the prices & not carry too much stock in a warehouse if the product wasnt successful. Unfortunately my son is disappointed he can’t fully complete the game but he will move on to the next big thing soon too.
Linda UK
My son started talking about wanting this game just before Christmas. I’d already spent quite a bit on presents so thought would get it him for his birthday on 9th January. Friends and family said they would get him figures so it was all going to work out quite well. Of course it didn’t as only managed to get the starter pack and one reasonably priced set of 3. I think he is already getting bored of it and suspect his birthday money will be spent on something else now!
Jeff in MN
My 6yo son bought this a week after it came out in August. Within days of buying and playing the game, I went out and got him 5 more so that he could have at least one from each element. Sometime in mid November, I decided to go crazy and get him a bunch for Christmas, there was a steady stream of supply coming in each week and I managed to snag about 12 more characters he didn’t have. Ever since the new year, I’ve been going to my local stores and there’s absolutely nothing there except for the starter pack + game. I asked the people at my local GameStop and they said they had just gotten a notice that they might expect some Skylanders beginning of February. Really!?! Seems like the month right after your biggest selling time is not time you want to be out of stock. Activision is blowing it. I guess those ships from China are taking extra long to get here.