Pixar is a true powerhouse in the kids’ film market.
Having created over ten Box Office hits including the enormous Cars franchise, millions of children worldwide have flocked to cinemas to watch their latest movies and grab the newest licensed toys.
Kinect Rush: A Disney Pixar Adventure is a celebration of the Disney-owned studio and its much-loved IP. The Xbox 360 exclusive lets players become a Pixar character and take part in the action across five different worlds. They can become a spy in Cars, control a robot in Toy Story, race through Paris as a rat in Ratatouille, be a superhero in The Incredibles or a wildlife explorer in Up.
“This is a compelling and highly recognisable IP – no other game contains multiple worlds of the Pixar universe,” says the game’s product manager Laura Disney. “Also, there are few competitive titles in the children’s space on Kinect.”
Players can use their voice and body to interact with Kinect as they explore each level and solve puzzles. The game’s target audience is kids aged between seven and 12 years old, and parents. Two users can play Kinect Rush at once, making it ideal for friends and families to take part.
Microsoft is promoting Kinect Rush with big screen ads reaching 1.3m people, as well as postcards in cinema foyers with QR codes on them. There will be a heavyweight TV campaign targeting kids and family TV programmes, ads in children’s magazines, radio promotions and a selection of POS materials available to retailers.