Disney Infinity 2.0 Reveals Its Strategy for Reaching iKids

Today’s release of Disney Infinity 2.0: Marvel Superheros is a watershed event for Disney. For years they have tried to figure out how to crack the billion dollar gaming market. With last year’s successful launch of the Disney Infinity video game, they finally found a winner.

If you are not familiar with Disney Infinity, it is at the forefront of the toy-to-life format, where gamers buy toy characters that come to life in a video game. Skylanders by Activison was the first to pioneer this concept which has generated over 2 billion dollars in sales for the company.

What gets iKids excited about the Disney Infinity video games is the ability to collect their favorite Disney toy characters (which sell between $12 to $15 dollars each) and to then play them in the game. Characters like Violet from the Incredibles, Mater from Cars, and Elsa from Frozen became popular choices to add to the original game.

But in Disney Infinity 2.0: Marvel Superheros, we see the culmination of a strategy Disney has focused on over the last ten years. After their successful collaboration with Pixar movies like Toy Story, Lion King, The Little Mermaid, and Beauty and the Beast, they discovered what sells in today’s marketplace are the characters and their stories.

So in 2004 they bought the Muppets. In 2006 they bought the full rights to Pixar. In 2009 they purchased Marvel Entertainment for $4 billion. Then in 2012 they bought Lucasfilm and the rights to the Star Wars franchise. Just last year they continued their buying spree as they obtained the rights to Indiana Jones.

Disney’s goal to own all the characters and stories of our pop culture is readily seen in Disney Infinity 2. Rather then staring characters from Disney movies or Pixar, it includes Thor, Iron Man and Black Widow from Marvel in the starter set who play in an Avengers themed game.

But this is just the start. What makes Disney Infinity 2.0 unique is the Toy Box mode in which you can mix and match your characters and create your own games, sets, and designs – think Minecraft combined with Angry Birds. In the new version characters get their own stories in the Toy Box Mode and they get to play with characters from all of the Disney owned franchises.

So what is our take-away:

  1. Disney through its old and new franchises is the most influential company in the lives of iKids. Besides the Disney Channel, it also owns ABC, ABC Family, ESPN, and DisneyXD. Along with its movies and theme parks it has the capability to make its products wildly popular among children (think Frozen).
  2. Disney has always understood the power of story. In today’s culture, stories and strong characters impart wisdom and meaning.
  3. Disney’s ability to think long-term it now paying off. Its strategy of buying up the pop culture has positioned it to have even more influence than before.
  4. By purchasing properties like Star Wars and Indiana Jones, they are able to rekindle the love adults had for these movies when they first came out. As a result, their goal is to create experiences that children, teens, and their parents can enjoy together.
  5. The Disney Infinity Video Game franchise has the opportunity to fully exploit its strategy. No one would be surprised to see Disney Infinity 3.0 based on Star Wars next fall, just before the next movie of the series is released.

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