Toy Fair 2014: Disney’s Launch Event Recap

Disney Consumer Products began their special presentation to New York's Toy Fair 2014 with a vocal emphasis on storytelling and great properties, and it's understandable why. Their excitement over shepherding several powerhouse franchises threatened to overshadow the actual toys that were presented, but Disney managed to deliver an excellent show peppered with many surprises and lots of energy while still showing off lots of cool toys. Most of the toys were, like the show itself, great fun.

The focus of the stage presentation was on their upcoming “Planes: Fire & Rescue”, “The Amazing Spider Man 2,”, “Guardians of the Galaxy”, and “Star Wars: Rebels”. They were presented in that sequence and included 1-2 toy highlights, special guests from each franchise, and an accompanying footage reel for each property. While reporters were asked not to film any of the material screened, the reels (much of which were incomplete, behind-the scenes, or previously unseen), added a welcome chorus of nerd gasps to an already fast-paced showcase. Full lines of toys were viewable directly after the stage show, which was also our opportunity to eat free muffins, fruit, and an endless supply of tiny tiny quiches (which in their turn could only have only been improved by being shaped as hidden Mickeys).

The first presentation featured a trailer for the upcoming sequel to Disney's “Planes”, “Planes: Fire & Rescue”. Opening with a welcome rendition of AC/DC's 'Thuderstruck' to set the mood, the trailer emphasized high-flying hi-jinx and adventure. The footage shown (some of which was incomplete) fired off a few well-placed plane-based puns and jokes, but also held an air of serious dramatic escapade. Indications are that fans of the franchise won't be disappointed, and that some new ones may end up coming along for the somewhat-more-serious ride.

Comedian Dane Cook, the voice of the star plane, Dusty, bounced on stage to promote a “Fire-Blasting Dusty” toy, who boasts 25 of Dane/Dusty's most memorable quips. The Dusty toy looked like a well-built piece of air-racing fun as the comedian and host hoisted it up and flew it around the stage (they used their hands to fly it about, it isn't radio-controlled or anything). It later became apparent that “Fire Blasting Dusty” also comes with a targeting game in which he drops plastic “balls” on plastic “fire”. The quotes are meant to imply that there is no actual use of fire or water, not to make fun, because the toy looks great.

Later, many more toys from the “Planes” film were presented, and Disney has built an impressive line to back up this growing franchise. The products look nice, durable, and most-of all, entertaining. A particular highlight was the line-up of “Planes: Fire and Rescue Die-cast”, all of which are scaled with one another, and are wonderful collectible sculpts. A large carrier plane can be bought and holds several smaller planes inside, and ten-year-old me wants it. In case you need a plane that actually flies around, there was one: the U-command Fire and Rescue Blade Ranger. It's sculpt is a little on the plasticky side, but above-all it has lots of buttons, though they wouldn't let me play with it, so I cannot attest to it's flight-worthy status. There were also some nice little pull-back rolling toys as well as what was a demonstratably-fun race track which features a flying “burning” bridge rescue.

Next up was a thrilling long-form trailer for the upcoming film, “The Amazing Spiderman 2”, which emphasized Spidey's newest villain, Electro. And funny jokes with Sally Fields as Aunt May. For those who are keeping score at home, the Spiderman franchise films (along with X-men and Fantastic Four) are not actually being produced by Disney, but rather by 20^th Century Fox. What this means to us is that events in those non-Disney produced franchises have no effect on all those that lead up to the Avengers (aka the 'Phase One' films: Captain America, Thor, and Iron Man), nor will they intertwine with those-to-come ('Guardians of the Galaxy', above -mentioned sequels, 'Antman', etc). But to add some confusion to the mix, Disney is involved in the toy production of the Spiderman franchise. That said, the trailer was enjoyable and fast-paced, and Jamie Fox is looking like a fantastic Electro.

The reel was followed up by the event's most adorable appearance, that of young “Amazing Spiderman 2” actor Jorge Vega, fully clad in his own Spidey costume. The little lad stormed the stage and proceeded to own it with bottomless child star charm, slinging webs of his own via the toy being promoted, the “Giant Web Slinging Spiderman.” Much to the audience's delight, he first doused the host with silly string, who would go on to douse us in the audience, but not before Spiderman himself, actor Andrew Garfield, joined the fray. Garfield spoke mostly about enjoying his time with Vega and then eloquently expounded on the meaning of being Spiderman and the making of a villain, taking only a stray moment to admire the Spiderman doll as it fell over. Which is fine, because it wasn't the most impressive toy or line presented. While it's a fun sculpt of a large-form Spiderman, “Web Slinging Spiderman” seems really to be an oversized silly-string holder.

Several other toys in the Spiderman line were later showcased, though they mostly fell flat compared to the other lines featured. It's impossible to say whether or not it has anything to do with Disney's closeness to the franchise, but in stark contrast to all the other toy lines, all of which have a cohesive vision that ties well with their respective properties, the Spiderman toys seem positioned to use Spiderman's face and logo to simply sell stuff. Some humdrum action figures (don't forget to get your Spidey Mobile?), a garish mask with confusing functionality, and an irrational Hot Wheels track were all on display. Unlike Spiderman, or anything associated with him, the “Motorized Spider Force Web Blaster” shoots little rings out of it, which can of course be fun. The actual highlight were the LEGO-created Spiderman toys, because LEGO Spiderman, like LEGO-anything, is awesome. And even though I'm hard-pressed to recall any incidents in which Spiderman ever flew his Spider-themed Spider-copter, I still want to build one out of LEGOs. All that said, I'd wager many kids will want to play with any of the toys. Because Spiderman.

Next up Disney treated us to rare behind-the scenes footage and scenes from their newest upcoming Marvel-tied franchise, “Guardians of the Galaxy”. The film itself is shaping up to look like an epic and action-packed outer space adventure, featuring a rag-tag bunch of unlikely heroes. It also looks funny, which is no surprise with 'Parks and Recreation' veteran Chris Pratt starring as Starlord. Both companies are working hard to create a strong brand presence for this less-than-well-known Marvel property, and from the looks of it, it might actually work. They also included a fair amount of footage with writers, producers, and directors, all of which built strong excitement for a franchise that is still rather mysterious. The standout presence in all of it was that of the ornery CG mercenary mascot, Rocket Raccoon (voiced by Bradley Cooper). His design is believable and adorable. And I want one of those, too.

Another video was quickly rolled out featuring Chris Pratt playing with a doll version of himself, with hilarious results ensuing. Pratt joked and lit up while playing with the Battle FX Starlord-version of himself, wondering if he might be able to get one for his son. The figure itself looks sharp, and boasts Pratt's voice, with a cool little light-up mask and sound effects included.

After video-Pratt departed, the host went on to demonstrate Starlord's quad-blaster, which is in effect a NERF gun. A very cool NERF gun. It looks great, and I was later delighted to discover it available to try out, and I'm pleased to report that it's really fun shoot at stuff, too. Cardboard cut-out Chris Pratt never stood a chance. You get several darts to work through, and the cocking action of the cool little gun is disarmingly satisfying.

The rest of the line of toys for “Guardians” presented later were largely equal in their appeal and standards. Side-by-side with the 12” Starlord, there's also a wonderfully sculpted large-scale Rocket Raccoon accompanying him, both of which look ready for their own space adventures. The more diminutive 2-pack mini-figures looked like cool and accurate representation of the film's otherworldly cast, and the compatible miniature spaceships are equally well-constructed. Like with Spiderman, playful masks also made an appearance in the “Guardians” line. Starlord's looks accurate and comes with its own little gun , whereas the Rocket Raccoon mask, while well-constructed, I couldn't help but feel was verging on the unsettling. Which kind of made me love it, too.

The last presentation tied with the exciting announcements for Disney/Star Wars new animated property, “Star Wars: Rebels”. Like with “Guardians”, the audience was again privy to an exciting pile of never-seen behind-the-scenes and unfinished footage as well as cast and production interviews. Featuring much of the creative pedigree of “Clone Wars” before it, “Rebels” is looking to be another epic addition to this franchise, and it appears that Disney is staying right on-target with its tone and feel. Yet another rag-tag bunch of space-faring folk will band together in what looks to be a setting that takes place in the coveted time period between Episodes 3-4. For those who don't spend too much time obsessing over the details, this is rightbefore the classic first film, “Star Wars: A New Hope”. Logic (and the title of the show) dictate that we'll get to watch the Rebel Alliance in its infancy, as led by the Freddie Prinze Jr-voiced unlikely leader and former Jedi, Kanan, the so-called “Cowboy Jedi”. A strong emphasis was placed on Kanan's need to maintain his secrecy as a Jedi, with a whole “don't show off the light saber” riff that is frankly straight-up awesome. He leads the motley crew of the starship Ghost, and the whole presentation built upon intense buzz for the franchise and made me want to fight Darth Vader. More than anything, it allowed for a collective sigh of relief at seeing a completely original Star Wars property being well-handled amidst this delicate and wonderful new partnership.

Said buzz was in no way muddied upon the arrival of lead voice actor, Freddie Prinze, Jr. As adorable as Jorge Vega was, Freddie Prinzewas that much more enthusiastic. He's wildly excited to be a part of this franchise and property. It felt as though the host couldn't stop him from bubbling over about how cool it was to be an element of the Star Wars universe, and his enthusiasm extended into his getting to check out the LEGO-representation of the lead starship, Ghost. Which incidentally looked amazing. Enough can't be said about Freddie's excitement, he was truly the representation of the little kid in all of us.

Freddie's toy enthusiasm was apparent as he played with LEGOs, but the awesome Star Wars toys did not end there. All the products in the Star Wars section were beautiful. Not all of them seemed as specifically tied to the property of “Rebels” as others, but they were all a pleasure to behold. Sure: the double-handled light saber of the lead villain, The Inquistor.? Cool and well-built. Ok, the miniature Star Wars battle packs? Yep, they're awesome. The new classic action figures on display? Super slick (especially the Wookie). But what knocked it out of the park, leaving room for new adjectives that don't (yet) exist? The giant X-wing and Millennium Falcon. Breathtaking. I needed to sit down. I don't know if they're in “Rebels”, but they were simply beautiful.

It should also be mentioned, tucked into one last corner of the after-party-tiny-tiny-quiche-showroom was a console running Disney Infinity, and it looks as fun as ever. Disney was particularly promoting some newer additions to the family of action figures that can be transformed into video games. The focus was on Phineas and Ferb and characters from Frozen, and it all looked as fun as the proverbial Dickens. If Dickens had video games.

And there I was exiting my thrilling adventure when the good people at the Disney Company politely asked for my badge back. And what did I receive in return? A bag of goodies, that's what! The SWAG report is as follows: A fully packaged Disney Infinity “Phineas and Ferb” figure set which was actually Phineas and Agent P(cool!); a miniature LEGO Spiderman Airplane (the only Spiderman thing I wanted!); a sweet little LEGO Droid (Droids 4-eva!!); and a lovely diescast Plane from “Planes”(it's lovely). Oh! And sort-of-weirdly, an 8x10 ad from “Guardians” featuring a long-view mugshot of all the characters as toys, packaged in an over-sized mailer. That one was incongruous, but the rest were quite rad. All total, pretty solid SWAG.

And that's that. On the second day of Toy Fair 2014, Disney Consumer Products presented an array of products tied to new experiences and properties that were largely excellent. Toys that resonated with their array of exciting properties were in full effect, a physical demonstration of a company invigorated by its many savvy partnerships, all tied up in a thrilling box of fun. With a couple small bumps on the road to epic awesomeness, Disney made me even more excited to play with toys (and watch the movies and shows that they are tied to) than I normally am. And if you've seen my shelf of “collectables” and DVDs, that in itself is an accomplishment.