DO YOU KNOW THAT?
- Toy Story 3 was supposed to be the final chapter of the Toy Story series! However, the producer came out with some new ideas and that’s where the birth of Toy Story 4 started.
- Toy Story 4 was supposed to be aired on 2018! But due to some reason, Pixar decided to release Incredibles 2 first and delay Toy Story 4 till this year.
The toys are finally back in the cinema after 9 years with the support of a few huge brands doing great partnerships with The Walt Disney Studios! According to Lylle Breier, the SVP, Global Marketing Partnerships & Promotions, Toy Story 4 got the biggest promo push among the history of the animated Disney movies which valued a total of $150M in the media spend.
Let’s take a look at some of the amazing partnerships that had done by a few huge brands before the release of the movie
If you’re a big fan of Toy Story, you should scroll your mouse down!
Toy Story teamed up with the brand with three stripes, Adidas and came up with new collections of sneakers and tees to celebrate the release of Toy Story 4. The sneakers were character-inspired by the movie’s iconic characters like Buzz Lightyear, Sheriff Woody, Bo Peep, and latest member in the Toy Story gang, Forky. Adidas gave it’s iconic – Ultraboost 19, NMD and Continental 80s a unique twist and they are available in infant to youth sizes. But, what about the adults? No worries! Buzz Lightyear and Woody Ultraboost 19 will be available in adult unisex sizes. The collections of the sneakers come with a limited-edition shoe box which has all four characters on it. All these items are sold at the price of $75-160 for the Ultraboost 19, $65 for the Children’s Continental 80, $110 for the Children’s NMD, and $25-30 for the T-shirts. Grab it now at Adidas website or stores before it’s grabbed by others!
Chrysler collaborated with Toy Story to promote the new Pacifica Hybrid minivan by creating a new television commercial. Most of the main features were promoted in the commercial which includes the built-in Stow ‘n Vac vacuum cleaner, two large screens behind the front seat headrests and Stow ’n Go Seating and Storage System with just one press of the button. As we can see in the commercial, all the characters were having a dance party in the minivan once Sheriff Woody tunes the radio on and when Buzz Lightyear keeps the seats, all the characters were dancing on the dance floor.
3. GO RVING
During the Summer, GO RVING released an integrated marketing campaign to encourage RV travel to take their family and friends on unforgettable adventures like how Bonnie’s and “Toy Story 4” friends had in the movie. GO RVING went 21 cities around the United States for a road tour with a fully-wrapped Toy Story 4 themed RV.
eBay challenged the Youtube influencer, LadBaby (real name Mark Ian Hoyle) to send Buzz Lightyear to space. As we can see in the video. LadBaby sent the 54,000 Buzz Lightyear toy to the earth’s atmosphere. Then, he will list the Buzz Lightyear toy on eBay and people can bid on the toy in order to win. The purpose of this partnership is to encourage all parents to list out some of their children’s old toys on eBay and this also helped in raising funds for children charity – Together for Short.
5. ALASKA AIRLINES
To celebrate the latest adventure of Woody and the gang, Alaska Airlines collaborated with Toy Story to launch a limited edition Toy Story 4 themed aircraft by featuring the movie’s lead characters. Image of Buzz Lightyear, Sheriff Woody and Bo Peep appears the fuselage and Forky will be on the winglet. This aircraft will be flying to Disneyland Resort and all though 116 destinations in Alaska until 2020. Guests that are flying first class will be served with a special celebration at the gate and all passengers will receive a complimentary of Cinemark Movie Club membership for one month when they are on board as well.
MCD came out with ten Toy Story 4 toys that are able to be collected with the purchase of 4 different types of Happy Meals and customers are able to build their own carnival with the toys. To make the whole thing more exciting, customers are able to view more content and go into the world of Toy Story 4 by scanning a ticket in the toy bag. Customers will be experiencing the carnival scene which is similar in the movie and each screen tap will give an exciting experience too!
According to Breier, working with the top brands in the world is the whole concept of marketing partnerships. Creativity is what Disney is looking at too. They want to create the best, exclusive and addictive marketing campaign that could attract most of the people.
Among all the partnerships ideas, which is your top favorite? Let us know in the comments below.
Meanwhile, head out to the cinema now and watch “Toy Story 4” before it’s taken down! Before that, let’s watch the trailer together.