Disney Toys with New Games Strategy

When cars_base_lm_holley_na“Disney Infinity” launches later this summer, the videogame-toy hybrid will represent not only a new direction for Disney Interactive, it will also give the Mouse House a unique way to promote its older characters that may not have been worthy of their own high-profile release.

“There are a lot of kids who probably don’t know all about, say, Dumbo, these days,” said Disney Interactive chief Bill Roper at this week’s Game Developers Conference in San Francisco. “Could we make an entire game about Dumbo right now? Probably not. But we can insert it [into Infinity].”

Read more at Variety

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