After Disney Shutters Infinity, What Happens to Toys-to-Life Games?

The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division and the toys-to-life Infinity line, and take a $147 million writedown on its games business. Sales in the category were flat in 2015 at about $1.25 billion worldwide, but the loss of competition from Disney should be good news for Skylanders and Lego going forward.

Disney Infinity

Drawing on Disney’s vast toy chest of characters from “Inside Out,” “Star Wars,” and Marvel, the games and figures were well-received but proved difficult to develop. There is speculation the Disney properties could transition to Lego Dimensions.

Lego Dimensions

Figures from DC Comics, “The Lego Movie,” “The Simpsons,” and “Jurassic World” helped this year-old game rack up the best sales of the bunch. The packs are pricey but integrate with other Lego toys for added playability.

Activision Skylanders

The first entrant into the category drew fans for its unique characters that weren’t based on any existing franchise. Five games have been released, all taking place in a magical universe filled with floating islands.

Nintendo’s Amiibo

Introduced in 2014, Amiibo offers figures from Pokemon, Donkey Kong, Super Mario, and other franchises that can be played with existing Nintendo games.

More Biz

  • Netflix Reed Hastings

    Netflix Falls Short of Q2 Subscriber Expectations Worldwide, Stock Dives

    The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division […]

  • Johnny Depp

    Johnny Depp Settles Feud With Former Managers

    The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division […]

  • Ed Sheeran Shape of You

    Ed Sheeran Tops Pollstar’s Mid-Year Touring Charts as Industry Soars to Record Gross

    The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division […]

  • Lantern Capitol

    Weinstein Co. Closes $289 Million Sale to Lantern Capital

    The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division […]

  • BMG to Relaunch ‘Live from Daryl’s

    ‘Live from Daryl’s House’ to Relaunch in the Fall Via BMG Partnership (EXCLUSIVE)

    The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division […]

  • STX Targeting August IPO in Hong

    STX Targeting August IPO in Hong Kong (Report)

    The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division […]

  • EXCLUSIVE: AR for US, UK and

    Pussy Riot Claims Responsibility for People Running Onto Field During World Cup

    The 2011 launch of Activision’s Skylanders marked the birth of toys-to-life, a hybrid genre that encourages the purchase of toy figurines that interact with console video games, at prices of $100 and up for a set. But the sector quickly became saturated, culminating in Disney’s announcement last week that it would shutter its console division […]

More From Our Brands

Access exclusive content