The concept is based on a platform which allows users to make games inside the "Toy Box" and then upload them for free to cloud-service Disney ID - at which point they can be downloaded to the Wii U, PlayStation 3, Xbox 360 or iOS devices. It also builds on a "Play Sets" concept which merges physical toys with the virtual world.
The company thinks the ability to merge characters from different franchises (Chewbacca meets Iron Man?) will be irresistible to children young and old.
What to watch: Disney Interactive has been an under-performing segment for the company for years. Can Toy Box and Disney Infinity turn the trend around?