First things first, launch the Brand and this new toy platform that will ultimately span multiple Disney properties, while simultaneously launching the first iteration of that platform featuring Marvel’s Avengers, Disney’s Frozen and Star Wars.

To which I said: “Sure, no pressure.”

“ The Future of Active Play Has Arrived.“

It's one thing for a kid to sit on the couch and play a video game, but free time reaches a whole new level when they can suit up in the gear of their favorite superhero to shoot bad guys, crawl through forests and dodge missiles — all from the comfort of the living room or backyard.