If you're over 11 years old, and don't have kids under 11 years old, you might only be dimly aware of Skylanders. But just how popular is Activision's toys-video games combo series?
Turns out it's the most popular. As in, the biggest-selling toy in the UK.
According to Activision's latest figures, the Skylanders franchise has generated more than $1.5 billion in sales so far, and Skylanders Giants was the number one best-selling console and hand-held game in dollars in North America and Europe for 2013.
Take a look at Activision's snazzy (and rather silly) graphic - their second of the week - to see just how big a task is facing Disney Infinity in its race to unseat the king of expandable action-figure video games.