Disney Garners Top Honor with Infinity Display

Minneapolis — The Disney Infinity Interactive Display Program was named the “Best of the Times” in the Path to Purchase Institute’s 2014 Design of the Times competition. The annual competition recognizes the best in-store marketing activations of the year, and the winners were celebrated in October at the Shopper Marketing Conference & Expo. Disney’s display was one of four Platinum award winners. Showcasing a new product line for Disney Interactive, the unit was created to leverage the entire Pixar line of movies as well as its characters. Disney wanted to create an adventure for kids in-store with games and collectible figures for Xbox and PS4, says Mike Eckert, president of Waukegan, Illinois-based Design Phase Inc., the display producer. “This game experience for kids enables them to collect these figures, and as they are collecting they go further into the adventure of the game.”The goal set forth in the creation stage was for Disney to carve out an area in all big-box retailers in the U.S. with this program, as well as retail space in several countries in Europe. The display was designed so the center module could be placed in any location, regardless of size, and then the header was flexed in for each space, from a 3-foot endcap to a 12-foot inline run.Another requirement was that the display had to be of a height that allowed children between the ages of 6 and 13 to easily interact with it in-store.The brand feel is consistent throughout the program, across each category and each retailer, says Eckert. But the hidden gem in the unit, he says, is the breakthrough technology that makes the experience come alive in-store.“There were 50 figures at launch and each had RFID (radio-frequency identification),” he explains. “So we had to trigger that RFID with our custom 18½-inch media player to send a message about that figure to the consumer. This technology is giving consumers an experience they can’t get online.”Eckert says there had to be enough product around the display, so the key was to create this media player module – which mimics the Disney Infinity logo – and add as much product as possible and include the game sets and starter modules on the gondola deck. “Consumers don’t have to go anywhere,” he says. “They see it, try it and can buy everything right there.”Lights on the display helped attract consumers from up to 30 feet away, and Eckert says the more than 3 million starter packs that sold in the first four weeks exceeded the client’s expectations. Disney was unavailable to comment on the program.

Disney Garners Top Honor with Infinity Display

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