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Disney prepares a toy offensive with ‘Infinity’

August 11, 2013 • Business, Entertainment


This undated publicity photo released by the Walt Disney Company shows the video game, “Disney Infinity: The Toy Box.” With cartoony posters plastering the walls and action figures standing at attention on nearly every flat surface, a once mundane conference room at Walt Disney Interactive Studios has been transformed into the war room for “Disney Infinity,” the company’s ambitious project that combines real-life figurines with a virtual world. As colorful date-stamped orders and dozens of 4-inch-tall soldiers lined up across the room suggest, Disney is readying for a years-long siege, not just a one-time battle, for consumers’ attention. (AP Photo/Walt Disney Company)

GLENDALE, Calif. (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 colorful 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 Login to read more

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