ESPN President James Pitaro talks a lot about having a direct relationship with the consumer, even in his own household.
As head of the Walt Disney Co.’s consumer products and interactive media division, he often used his two children as a test market for new toys and gadgets.
Last year, he brought them Jedi Challenges, an augmented reality game that re-creates the light sabers used in “Star Wars.” They loved it, but he knew it would be a hit when he saw his wife playing with it.
Pitaro, 48, is hoping for a similar triumph with his next big product launch, the direct-to-consumer streaming video service ESPN+, which is being unveiled Thursday.
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