Frontline Marketing

To Infinity And Beyond

By | January 23, 2013 |

Disney recently pulled the veil off of Disney Infinity, its move into the hybrid toy-game category. Activision introduced the category two years ago with Skylanders, a console game that required physical toys – an entire line of them – to play. Skylanders has since had a game sequel with a new toy line released, as well as extension of the IP into areas such as mobile. Just las week, Activision said the franchise has generated more than $500 million in revenue in the US alone.

Disney’s variation is looking to leverage the popularity of its IP, although for now it’s not dipping into its library of classics or iconic characters. The company is instead focusing on more recent film properties such as Toy Story, Cars, Pirates of the Caribbean, Monsters Inc. and Wreck It Ralph.

In this video interview, Disney chief creative officer John Lasseter talks about the new product line as well as the overall importance of games in enhancing the connection fans have to Disney characters.

This video is being featured as part of a syndication partnership between [a]list daily and for an upcoming exclusive interview on the launch of with co-founder John Gaudiosi.