Disney Infinity

Last night, Disney announced its own take on the Skylanders "toys to life" concept: Disney Infinity. It hasn't taken long for Skylanders publisher Activision to react to the news, with John Coyne, Vice President of Consumer Marketing, telling Forbes:

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. 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.

That's quite a graceful reply, but if you read between the lines, them's fightin' words. Activision is basically saying "Welcome to the party, Disney - but we're the market leader".

Should be a pretty interesting battle between these two brands - hopefully the consumer is the one who will ultimately benefit.

[via forbes.com]