Challenge thrills Uber

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Leading games publisher Activision has turned to Sheffield-based entertainment industry promotion specialist Uber to produce marketing material for the first of a new breed of games.

Activision, whose blockbuster games include Call of Duty and Guitar Hero, has asked Uber to work on Skylanders: Spyro’s Adventure which combines video gaming with toy “collectibles.”

The game is Activisions first foray into the competitive toy market but is predicted to be one of the best selling kids gifts this Christmas.

Royds Mills-based Uber’s managing director, Richard Benjamin, said: “This is the first time we have had the challenge of targeting both Toys ‘R’ Us customers and the traditional video gamers.

“After many years creativity in the games industry however, it was refreshing for the product itself to be pushing us into unknown territory.

“The thrill is always in the challenge and Skylanders was certainly full of those.”