There's value to an obviously large segment of consumers in collecting these toys/figurines and game play (Skylanders proves this).

Disney recognizes this and is providing the same type of consumer another option.

Do they want to make money from this? Yes. Why wouldn't they?

Is it for everyone? Not at all. I hate reality shows, but other people keep watching them, so they keep making more. I change the channel

I guess what makes it special is the player gets an actual physical toy/figure to collect which then adds variety and content to their game-play. Each new character has a specific attack and or weapon

I guess they could simply sell all 20+ figures at once and make them all playable as soon as you open the game, but I think that takes away from that excited anticipation collectors enjoy so much when a new item becomes available.

Like I said, it's not for everyone, but Sklyanders recently hit a billion dollars in sales, so there must be a market for this kind of thing.