Disney’s Infinity, which was revealed yesterday, goes up squarely against Activision’s long established Skylanders. It’s pretty much the same idea, in a genre now called Toys To Life. But Activision aren’t worried. At least, that’s what a carefully worded press statement suggests.
“We are thrilled by the incredible success that the Skylanders franchise has had in such a short period of time,” said John Coyne, Vice President of Consumer Marketing at Activision. “We are also flattered that one of the leading family entertainment companies is joining our toys to life category.”
“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.”
Skylanders brought in $500 million in retail sales in the States last year, and Disney will surely be wanting some of that. It’s highly likely that there’ll be a real impact in Skylanders’ sales, but Activision won’t be giving up without a battle.