Disney Infinity is skipping Pixar’s next movie in exchange for more shelf space at retail.
The company is delaying Disney Infinity from June to August based on feedback from retailers, according to the New York Times. Disney Infinity, a Skylanders-like digital playground that works with physical toys based on popular Disney properties (like the upcoming Monster University), will now hit U.S. stores on August 18.
While August is normally a back-to-school month for children and parents, retailers were willing to give the game and its toys more display space if Disney launched the product closer to the holiday shopping season.
“The date because an issue in terms of them asking ‘Is there a better opportunity here?'” Disney Interactive co-president John Pleasants told the Times. “We could deliver in June if we wanted to.”
Pleasants said the developers will use this extra time to ensure the game “sings and pops.”
Meanwhile, Nintendo is planning a similar title for its Pokémon franchise, which it just recently introduced in Japan, and Acitivion will unleash the third Skylanders game, Swap Force, sometime this fall.
Marketing technologist? We're studying the big marketing clouds
Fill out our 5-minute survey
, and we'll share the data with you.