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NEW YORK To impress kids these days, it's not enough to make another video game. Mere action figures won't do, either. So Activision is merging the two.

With 'Skylanders: Spyro's Adventure,' Activision is using some of its 'Guitar Hero' technology in a new venture that's part handheld toy, part digital entertainment. Aimed at kids, 'Skylanders' is among the latest and most ambitious game in a growing genre that blends a child's physical world with a video game and online media.

The new game marks Activision's latest stab at a must-have holiday hit, less than a year after it killed off its iconic 'Guitar Hero' franchise. Although Activision Blizzard Inc. still has hit titles such as 'Call of Duty,' people are increasingly turning to free or cheaper games on mobile devices and social networks and buying fewer expensive video game discs that account for a large chunk of Activision's business.

Published in Tekk
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