Getting up close and personal with Disney

Every now and then, an email pings into my inbox that really makes me sit up and go "Wow!". I've always been a Disney fan and some of their later offerings - Pirates of the Caribbean and the Pixar collaborations - have really been brilliant.

Last summer, I spent a while with Digital Cinema Media and first discovered about augmented reality there. A programme called Blippar allowed you transform your magazine into anythings - a moving picture, a shop so you could buy the very item you saw on the page or a game (in our case, a spaceship which we made blow everything up in the office).

Disney has taken it one step further. Observe! (I recommend you watch on a full screen)

The app is a precursor to the Disney  Infinity video game due out later this month. Fans can choose from 30 different animations and props such to create their very own Disney mini-movie. It will be launched on Apple’s iOS tomorrow, 15 August, followed by Android and Windows Phone platforms at a later date.

UPDATE

We downloaded the app in the office today and had great fun making Mr Incredible smash through things!