King of Spiders
I don’t watch cartoons much anymore, but as a kid old Spider-Man reruns were some of my favorites, and just a few years back I happened to catch a few Spidey toons with the seemingly unlikely team including Nova, Iron Fist, White Tiger, and Luke Cage, directed by Nick Fury (?!). When Infinity released a Spider-Man Play Set featuring many of the same characters, I was impressed that they could base one on an animated series (and later with 3.0, I did not initially realize that the first Star Wars Play Set was largely based on one as well). With Infinity 3.0, I was also impressed when one of the Toys R Us cashiers told me that their top-selling independent Star Wars character was Ezra - not Yoda, not Obi-Wan Kenobi, but Ezra!
Consider a bunch of the present & future Disney XD series - Star Wars Rebels, Ultimate Spider-Man (soon Marvel’s Spider-Man), Guardians of the Galaxy, Rapunzel, Big Hero 6 - all of these are already represented in the Disney Infinity Toy Box. For that matter, consider all of the Disney film sequels this year - Guardians of the Galaxy V2, Pirates of the Caribbean DMTNT, Cars 3, Star Wars: The Last Jedi, Spider-Man Homecoming, Thor: Ragarok - all of the major heroes & many of the villains are already there in Infinity.
If your reboot business model was based on selling new figures, then you’d be out of luck. But it’s not. The reboot idea is based on a monthly subscription to an overall Toy Box Tale experience, created & played out by fans, where everyone has access to all of the characters. This leverages all of that prior investment, where incremental updates to themes, new side characters, new villains & minions, etc. continue to build up the value of the Toy Box engine. The Disney XD factor provides new buzz to those characters, and the Toy Box experience would provide buzz back. Analytics over time on the collection of those Toy Boxes would provide further feedback on series popularity and individual character popularity (”Cognitive Care” & “Untapped Character” cards).
Toy Box TV & the Weekly Challenges directed the builders wherever the Disney Infinity marketing team wanted new content to go. Primarily it provided buzz for Play Sets & characters, as that drove the revenue. As a subscription-based digital experience, the rebooted Challenges can go anywhere - from storytelling in synch with various Disney XD series, Disney films, some new online update with new themes, new Creativi-Toys, newly enhanced game genre - wherever they want it to go. Leveraging crowdsourcing for the vetting process (”Flagging Maleficence” card), fan-based downloads & likes can further drive a larger number of honorable mentions and a much larger number of games to play, stories to be told, especially with a Community Database that can search on current Challenge, Character Adventure, Theme, etc. to find them.
Combine that with a #Player1 insert to the Text Creator toy (where the name of player 1 is inserted into the text for replay value), and a new collector coin for various Skill Tree abilities. Imagine a web-slinging character adventure for Spidey. It can be a storyline of Toy Boxes that showcase different members of his young S.H.I.E.L.D. team. As part of Spidey’s web-slinging game, there’s a collector coin that unlocks this Toy Box for all web-slingers. That’s a new collection & replay caveat to mimic individual coins from the old Play Sets (without needing over a hundred of them), while recognizing the game design specific to a particular ability. You could have collector coins for each special ability, and coins for the various brands of Disney/Pixar/Marvel/Star Wars, and “hide” one or more of them, depending on the design of the game. You get a tighter storyline and a tighter game design with replay value, where having the full set of characters provides you the complete experience.
Ignore the point momentarily that my personal interest is the corporate citizenship side - the XD Factor for this digital, subscription-based reboot of the Toy Box makes it a very profitable, sustainable business case.











