Paul Reiche III, cofounder of Toys For Bob, at the company's headquarters in Novato, Calif.
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Toys For Bob planned for years to let Skylanders fans create their own 3D-printed toys

  • Posted byby Dean Takahashi
  • Updated
  • 10 min

Paul Reiche III has wanted to let fans create their own Skylanders for a while. Ever since the toys-to-life video game debuted in 2011, fans sent letters showing the designs they imagined for their own Skylanders creatures. Today, the president of Activision Blizzard’s Toys For Bob game studio is announcing that players can finally do that.

Activision said that fans can create their own Skylanders in the video game or in a mobile app and then order a $50 custom 3D printed toy based on the design. Fans can also create trading cards or T-shirts with their custom characters. That’s a huge step in mass customization, and it represents Reiche’s attempt to innovate in a market that has generated $3 billion in sales and 250 million toys sold for Activision to date.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.