Reuters reports that Disney is increasing its investment in handheld gaming. The entertainment giant is looking will increase investment by $40 this year—more than the division’s current operating income. Disney may even acquire small developers to work on games with movie tie-ins if it can do so without a decrease in profits.

Disney consumer products Chairman Andy Mooney cited the handheld gaming market’s younger consumer base as the primary reason behind the division’s expansion. Disney plans to more strongly tie video games to their respective movies, going as far as to launch a game before its movie to stimulate interest in the film.