Cita:Despite its confidence and its cash, Activision was looking for a partner to help spread the risks of the new venture.

Nintendo, flush with the success of Wii, also with experience of the toy business, and with a reputation for "blue sky thinking," seemed like the perfect choice. Toys for Bob journeyed to Nintendo of America's offices to present the idea, very early in its development cycle.

"We had been directed towards thinking about something that would play well with Nintendo," says Ford. "I think there was some co-marketing money and the Wii was doing well. They had some success with peripherals."

"They spent a long time looking and looking," says Reiche. "They were just like 'we have never seen anything like this before.' I've always wondered about the full meaning of that comment [laughs]." Although there was a limited co-marketing deal, Nintendo did not want to make a full commitment to Skylanders. "We have no idea why," says Reiche. "Clearly, they have got properties well suited to this world. Why it is that they didn't rush in here will probably haunt them for the rest of their days."

A Nintendo-exclusive would have changed the shape of the project considerably, as well as adding the complexity of a business partner with a reputation for desiring granular control. It was a disappointment, at the time. Now, it looks like a fortunate escape.

Reiche is still surprised that the entertainment giant which reacted most quickly was Disney, which launched Disney Infinity in 2013 and is looking to expand the franchise. "Nintendo could have kicked Disney's ass," says Reiche. "If I was running Nintendo I would have jumped on this."