Frito-Lay And Activision Partner For Skylanders Giants™ Promotion, Adding A New Layer Of Fun To The Snack Aisle

Augmented Reality App Allows Fans to Bring Characters to Life In Store and At Home; Promotion Also Offers Chance to Collect Four Special-Edition Skylanders Giants Sidekicks Figures

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Frito-Lay North America

Jul 29, 2013, 11:24 ET

PLANO, Texas, July 29, 2013 /PRNewswire/ -- PepsiCo's Frito-Lay North America division and Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard, Inc. (NASDAQ: ATVI), today launched a summer promotion offering fans new ways to interact with Skylanders Giants characters in store and at home. To get in on the action, shoppers can download the free 'Skylanders Giants In-Store Adventure' augmented reality mobile application. Once downloaded, they can scan in-store barcode headers and special-edition Frito-Lay variety packs with thematic packaging to see a Skylanders Giants character appear on their mobile device.

Fans can also score exclusive, limited-edition Skylanders Giants Sidekicks figures by purchasing specially marked Frito-Lay 20-count variety packs of snacks and entering the unique in-pack code online*. A total of four different figures, compatible with the Skylanders Giants video game, are available through this offer. The alliance marks the second year that Frito-Lay and Activision have partnered to bring exciting offers to their shared fans.

"Frito-Lay makes many of America's favorite snack brands and Activision is one of the leading worldwide developers, publishers and distributors of interactive entertainment and leisure products. We wanted to join forces to make the grocery store snack aisle even more fun," said Christine Allen, senior director of marketing, Frito-Lay North America.

Once the Skylanders Giants character appears on their mobile devices, app users can manipulate the character, overlay it on a picture taken through the app and instantly share the photos via email, Twitter or text message. When shoppers use the app to scan all three Frito-Lay and Skylanders Giants in-store displays, they'll unlock additional interactive content. The app is available on iOS and Android platforms.

The promotion extends through Sept. 2, 2013, with specially marked variety packs available for purchase while supplies last at participating retail stores nationwide.

Popular with parents on the go, Frito-Lay Classic Mix and Flavor Mix 20-count variety packs contain some of the company's most popular snacks in convenient one-ounce servings: Lay's potato chips, SunChips multigrain snacks, Doritos tortilla chips, Cheetos cheese flavored snacks and Fritos corn chips.

Skylanders Giants, the best-selling kids' game of 2012, based on revenue including accessory packs and figures¹, is the sequel to Skylanders Spyro's Adventure®, the best-selling kids' title in 2011, based on revenue including accessory packs and figures². Together, Skylanders Spyro's Adventure and Skylanders Giants have generated more than $1 billion in retail sales worldwide, inclusive of toys and accessories³ -- and the franchise reached this milestone in just 15 months. Skylanders Giants builds on the success of its predecessor by dramatically enhancing the magic of bringing toys to life in an exciting virtual experience as first introduced in Skylanders Spyro's Adventure. The game features 16 new characters, led by eight Giant Skylanders, who are twice the size of their comrades. The Giant Skylanders each have exciting new powers and abilities to match their size, and all characters "remember" their previous in-game experiences, traveling seamlessly between physical locations and across platforms including Nintendo Wii™, Nintendo 3DS™, Xbox 360™ and PlayStation®3. The game is rated E10+ by the Entertainment Software Rating Board (ESRB). For more information on the award-winning Skylanders® franchise, visit www.skylanders.com.

*Consumers will pay a fee of $2.50 per character for shipping and handling to redeem figures.

About Activision Publishing, Inc.
Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision maintains operations in the U.S., Canada, Brazil, Mexico, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, mainland China and the region of Taiwan. More information about Activision and its products can be found on the company's website, www.activision.com.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing's expectations, plans, intentions or strategies regarding the future are forward-looking statements, including expected launch dates for new products, that are not facts and involve a number of risks and uncertainties. Factors that could cause Activision Publishing's actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include unanticipated product delays and other factors identified in the risk factors sections of Activision Blizzard's most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.

SKYLANDERS, SKYLANDERS SWAP FORCE, SKYLANDERS GIANTS, SKYLANDERS SPYRO'S ADVENTURE, and ACTIVISION are trademarks of Activision Publishing, Inc.

All other trademarks and trade names are the properties of their respective owners.

About Frito-Lay North America
Frito-Lay North America is the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter at http://www.twitter.com/fritolay.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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¹ According to the NPD Group, Gfk Chart-track, and Activision internal estimates.
² According to the NPD Group, Gfk Chart-track, and Activision internal estimates.
³ According to the NPD Group, Gfk Chart-track, and Activision internal estimates.

SOURCE Frito-Lay North America