As we mentioned last week, Disney Interactive is making a concerted effort to attract hard core gamers. But shaking the 80 year old image of cartoon mice, ducks, and dogs is a very difficult task. Just ask Black Rock Studios, the development company behind the upcoming off-road ATV game, Pure.

Tony Beckwith, General Manager for Black Rock, concedes that their greatest hurdle has been erasing the stereotypes and preconceived notions associated with the kid-friendly Disney brand. Pure is an adrenaline charged, vertigo-inducing off road racing spectacle with photo-realistic real-world locations. There isn't a single talking animal cartoon to be found.

Beckwith told GamesIndustry.biz that yes, Disney was the force behind High School Musical and Hannah Montana, but Pure will push the Disney brand further. This could occur because of the unexpected benefits of working with the mighty Disney. Black Rock's development team has spent time with many of Disney's sister divisions, including the famed Imagineers (they're the guys and gals who design and build all of the theme park rides). When asked about the importance of the Imagineers' input Beckwith compared their one minute theme park rides with the one minute exhilaration of their racing game. Based on the stunning images... Pure looks like it will be a pure joy to play.