Disney Infinity: Reviewed
First there was Skylander - and the collective groan of parents around the world as they realised just how much this new gaming experience was going to cost them.
In Skylander, Activision successfully fused the virtual with the physical, with toy figures triggering in game action through a 'Portal of Power'.
Cue hundreds of different figures to collect - including the ubiquitous limited edition sets.
It's a business model that keeps on giving - and now Disney have got in on the action.
Infinity is the Mouse's answer to Skylanders - and, this is my inner cynic talking, it's been released just in time for Christmas.
All cynicism aside though, I have to say Avalanche has done a cracking job here.
It's a giant sandbox of a game, where players have ultimate freedom and endless opportunity to create their own stories and play experiences starring the much-loved characters from the Disney and Pixar repertoire.
The starter pack will set you back £52 - which quite rightly may cause some parents to baulk - but there's a plethora of content in the three bundled playsets - Pirates of the Caribbean, Monsters University and The Incredibles.
Each is activated by placing the toy figure on the Infinity base, and opens you to the story-driven campaigns, each with a very different gaming experience, from platforming to stealth to all-out action. The characters, however, can only be used within their specific universes - Sully can't be used in the Pirates of the Caribbean play set.
The mind boggles at how much money Disney will make with Infinity, especially when it starts to plunder its vaults for Star Wars and Marvel characters.
And when the Nightmare Before Christmas set is launched, I'll be at the front of the queue...
RATING: 8/10 - Incredibles
BUY IT: Starter pack costs £44 to £52 depending on your console of choice, includes power disc and Sully, Captain Jack Sparrow and Mr Incredible