How brands are playing with their Toy Story 4 marketing

How brands are playing with their Toy Story 4 marketing

Fans of the decade's old-Pixar franchise will be pumped for the much-anticipated theatrical release of Toy Story 4 tomorrow (21 June). With a Rotten Tomatoes score to put all other recent animated movies to shame, brands from across a variety of sectors have been keen to tap in on the hype.

At the ripe old age of 23, the Toy Story franchise has garnered affection from generations of families, pulled in by its quirky yet lovable characters, a slew of cultural references and warm-hearted plot lines. It also set a high standard for what animated creative could achieve.

Now, The Drum has taken a look at some of the best campaigns to come out of Disney's brand partnerships tying into the movie.

eBay

The online marketplace challenged social influencer and Christmas No.1 holder LadBaby to create the ultimate eBay listing; to sell a classic Buzz Lightyear toy to raise money for a children's charity.

In an out of this world stunt, LadBaby (real name Mark Ian Hoyle), his wife and his three-year-old son sent the toy 54,000 ft into the earth's atmosphere.

After visiting the stratosphere, Buzz came down to earth to be auctioned off on eBay, with all proceeds benefiting a children's hospice charity.

Chrysler

The car manufacturer aired commercial that featured characters from the upcoming film.

The spot sees the toys abandoned in a Chrysler Pacifica, meaning they are free to come out and play. As Woody tunes in on the radio, a 'Dance Party' ensues with beatboxing Bo-Peeps sheep, and a disco dance floor made free from the cars manoeuvrable seats.

GoRVing

To inspire RV travel, Go RVing is mirroring the RV road trip Bonnie and her family go on in Toy Story 4.

Coming to twenty cities across America, a fully-wrapped Toy Story themed TV will entertain fans, offering photo opportunities, prizes and carnival games.

Babybel

Babybel invited Toy Story 4 fans to experience a 'Little Big Adventure' offering customers a chance to win Toy Story 4 prizes with the purchase of limited-edition character packaging.

For fans residing in France, Germany, Switzerland, Austria, Belgium and Italy, Babybel launched a competition to win a vacation to Toy Story Land in Walt Disney World Resort, Florida.

McDonald's

McDonald's has teamed up with Disney and Pixar to bring the movie to live at its restaurants. As part of its Happy Meal, ten toys will be available for families and children to collect. In reference to the new film, collectors can build their own magical carnival from the figures.

Alaska Airlines

Alaska Airlines unveiled a special-edition Toy Story 4-themed aircraft. As part of a collaboration between Disney and Pixar and the airline, guests on the aircraft’s inaugural flight were treated to a celebration at the gate. Once on the plane, all passengers were also presented with a complimentary one-month Cinemark Movie Club membership.

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