With Disney Infinity now available in stores, the parent company is rolling out the advertising for the Skylanders-like action game. It’s launching a pair of new mobile apps to get players involved with its characters. An app called Disney Infinity: Action! is free and now available for download, and allows you to photograph characters from the game in real-life augmented reality scenarios. The second app, which ties into a Toy Box-like interface with the game, will launch later this year.

Disney Infinity reportedly cost the company more than $100 million in development costs for the game and toys, according to a report in the Wall Street Journal. That cost excludes marketing expenses, which are expected to be high. In a meeting with analysts in February, Disney CEO Robert Iger said, “If Infinity does well, it bodes very well for the bottom line of this unit… If it doesn’t do well, the opposite will be the case.” If the game doesn’t do well, Disney may move to a licensing model for future game development, with only online and mobile content produced in-house.