Development for Disney Infinity is being led by Disney Interactive and Avalanche Software.

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For now, gamers and toy enthusiasts are the winners, as some innovative ideas are emerging from Disney Interactive and developer Avalanche Software.

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"Disney Infinity combines prominent Disney and Pixar characters and scenarios in a way that mimics how kids play in real life, " said John Blackburn, vice president and general manager, Avalanche Software.

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Blackburn has worked in the video game industry for 20 years or so and in 1995 co-founded Avalanche Software which has delivered numerous movie tie-in games as part of Disney Interactive.

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Although the challenge for Avalanche Software on Disney Infinity is a very different (one can imagine there was a lot of back and forth between them, the franchise teams and the toy manufacturers) they still need to ensure that parents have a human connection to the toys rather than a Corporate one.

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One of them is Andrew Brunner, the 27-year-old chairman of CyberCreek, which sells bulk e-mail software called Avalanche.

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