Disney prepares a toy offensive with Infinity
GLENDALE, California (AP) - With cartoony posters plastering the walls and toy figures standing at attention on nearly every flat surface, a once ordinary conference room on Disney's Glendale campus has been transformed into the colourful war room for "Disney Infinity," the ambitious project from the company's interactive division that combines real-life toy figures with virtual worlds.
"This is like being in my bedroom," says Infinity executive producer John Vignocchi while bouncing around the space, gleefully showing off concept art, prototypes and a mock-up of a store display. "This is really the most comfortable place where you could talk to me. It's where every massive fight and every major decision concerning Infinity has gone down."
It's fitting the space has been dubbed the Infinity war room because the Walt Disney Co is readying for a years-long siege - not just a one-time battle - for consumers' attention with the multi-platform franchise. At its fan-centric D23 Expo on Sunday, Disney unveiled a second wave of characters coming to Infinity this fall and winter after it debuts Aug 18.
Infinity utilises real-life toy figures to depict Disney personalities in sprawling virtual locales where those same characters can do stuff like race vehicles, create and play games and construct buildings - cooperatively or alone - as well as go on specific adventures in their own realms. Each toy stores and transmits the character's history through an Infinity reader.