"toys to life category" of video games and merchandising. Disney wants their own Skylanders success story.
To that end they've come up with Disney Infinity, and so Activision is worried - right? Wrong. The publishing giant is "thrilled by the incredible success" of Skylanders, and "flattered" by copy cats.
Of course the reason they're chuffed is because they'll be fighting hard to "continue leading the category," which they also get to claim they've invented and developed.
“We are thrilled by the incredible success that the Skylanders franchise has had in such a short period of time. We are also flattered that one of the leading family entertainment companies is joining our toys to life category,” Activision's consumer marketing boss John Coyne told .
"We continue to focus on delivering innovative and immersive entertainment experiences to kids around the world and are pouring more creativity into our games. As a result we are well positioned to continue leading the category.”
The Skylanders franchise has seen huge sales and won numerous toy awards. Recently it topped, and is right behind Call of Duty and FIFA in the UK as a leading property. Snot nose kids are milking their parents and grandparents for all the Skylanders loot they can get at birthdays and Christmas.
Disney will of course be leveraging extremely well-known characters to kids in Disney Infinity, which releases on Xbox 360, PS3, Wii, Wii U and Nintendo 3DS this summer.