Disney Infinity, a creation of Disney Interactive and Avalanche Software, was released among the “toys-to-life” craze in 2013. A product launch happened on a day that proved to be highly successful for Disney, as the company got to tap into the “back-to-school” season and “holiday shopping” period. The first Starter Pack, which appeared in late August, included an exciting set of figures and elements to engage children and adults with the help of the Infinity Base, Power Discs, and such characters as Captain Jack Sparrow, Mr. Incredible, and Sulley.
Disney Infinity engaged the audience with its dual nature because, unlike other toys-to-life products, it included two modes. On the one hand, players could enjoy well-produced stories in the Playsets. On the other hand, the Toy Box provided a sandbox experience that was not limited by any narrative. The latter mode allowed the users to build their own worlds and engage in variety of activities with the toys, from racing the Pizza Planet to racing cars in a universe with Space Rangers and Pirate Ships.
Disney Infinity was discontinued in 2016, but its launch in mid-August 2013 remains an important date in the history of toys-to-life video games. The day allowed Disney to promote the product at a time when other companies could not engage buyers with toy-based entertainment. It was the day when Disney made the toys come alive to satisfy the demands of children and adults.
