$3 Billion to Zero: Who Killed Skylanders?

In 2011, Activision cracked the code that would print money for years: convince kids they needed to buy physical toys to unlock digital characters. Skylanders pioneered the "toys-to-life" genre, generating over $3 billion in its first three years and creating a new category that Disney, LEGO, and Nintendo would rush to copy. Then it all vanished. In this episode, hosts Brian Crowley and Eve Eden investigate the spectacular rise and mysterious fall of Skylanders with special guest Aiman Akhtar, founder of Fungisaurs. We'll examine how a revolutionary product experience turned into a cautionary tale about market saturation, platform lock-in, and the dangerous addiction to annual releases. Was it the flood of competitors? Did parents reach their breaking point with $15 action figures? Or did Activision's own success trap them in an unsustainable business model? Join us as we dust for fingerprints on one of gaming's most innovative—and ultimately doomed—experiments in physical-digital product design. Guest: Aiman Akhtar Fungisaurs: https://www.fungisaurs.com/

UX MURDER MYSTERY HOSTED BY Brian J. Crowley Eve Eden EDITED BY Kelsey Smith INTRO ANIMATION & LOGO DESIGN Brian J. Crowley MUSIC BY Nicolas Lee A JOINT PRODUCTION OF EVE | User Experience Design Agency and CrowleyUX | Where Systems Meet Stories ©2025 Brian J. Crowley and Eve Eden Email us at: [e-mail] Thank you for watching and or listening! Disclaimer: This podcast is for informational and entertainment purposes only. The views and opinions expressed by the hosts are commentary and speculation, not statements of fact. All discussions about real companies, individuals, or organizations are based on publicly available information, media reports, and personal opinions offered for the purpose of critique, education, and storytelling. We make no representations or warranties about the accuracy or completeness of any information discussed. Nothing in this podcast should be interpreted as a factual assertion about the actions, motives, or intentions of any individual or corporate entity. Listeners should conduct their own research before drawing conclusions. The creators and guests of this podcast disclaim all liability for any loss, harm, or damages arising from reliance on any information or opinions presented. Names, characters, and events may occasionally be dramatized or fictionalized for illustrative purposes. Any resemblance to real persons, living or dead, or to actual events, is purely coincidental.