Disney Infinity 2.0: Marvel Super Heroes‘s marketing push is about to begin, as the game is now less than a week away from release. However, Disney Interactive took a more innovative step in that direction this past weekend, with a special holographic light show in London.

Using special hologram technology, several heroes were able to virtually appear at the event. The Incredible Hulk, for example, was able to “raise” London Bridge with said technology, while other heroes, including Iron Man, Spider-Man, Black Widow, Captain America, Venom, Thor and others also made appearances.

The promotion was a tie-in for the game’s delivery to Hamley’s in Regent Street, acting as “special escorts” to get people excited for the game.

However, Disney needn’t worry about popularity when it comes to the forthcoming Disney Infinity sequel. The original game managed to generate over $500 million since its release on the strength of the Disney character library alone. Adding in the Marvel factor – including the highly successful new property Guardians of the Galaxy, which has generated over $600 million in ticket sales – and Marvel Super Heroes should have no problem selling.

Still, the competitive environment for toy/game hybrids is only getting tougher with the entry of Nintendo this fall, debuting the new Amiibo line of toys based on iconic Nintendo properties. Nintendo’s not going to let those products come out without a big promotional push. Meanwhile, Activision has its new Skylanders: Trap Team arriving, and as the inventor of the category Activision will not want to give away any ground to either Disney or Nintendo. It’s going to be a big marketing battle, and Disney’s effort is merely the first salvo.

The video from the event is available below, and it’s kind of cool how Disney was able to integrate a 36-foot Hulk into “lifting” the London Bridge with rather seamless results.


Disney Infinity 2.0: Marvel Super Heroes arrives on September 23rd for Xbox One, Xbox 360, PlayStation 3, PlayStation 4, Nintendo Wii U and 3DS.

Source: Comic Book Resources, East London Advertiser UK