No really, it's brilliant. Call of Duty might be faltering a bit this season, but the Skylanders folks are at the top of their game. It's not that this app lets folks track every toy they own. It's that it also keeps track of the toys they don't own, allowing them to make a wish list that's sure to be depressingly huge.
I thought I had a massive collection, but now I realize I am missing so many limited-edition variants. I lost my Toy Fair and E3 figures in the move, I've never managed to collect any of the flocked toys, or the glow-in-the-dark variants. I suck. If I were a kid, I would be just as picked by my peers as I actually was when I was a kid.
This is an incredibly handy app, really. If you are a collector, you've got your entire collection at your fingertips, a checklist of what's missing, and bios of all the characters to read while on the toilet.
And you can battle with other players by comparing collection sizes, which seems like the very definition of pay-to-win, with a little jealousy thrown in for good measure.
In conjunction with the release of the app, Activision is also holding a sweepstakes where they'll help some lucky little jerks fill-in the blanks in their collection. You or your child will not win, but you are welcome to try.