Toy Story 5 inspires brand partnerships
Brands are betting on the multi‑generational pull of Toy Story 5 to reach new shoppers as the Pixar sequel shatters box‑office records.
Box office momentum fuels brand buzz
The film earned more than $160 million in its opening weekend in the United States and Canada, the highest debut for the franchise in its 21‑year run. Global receipts topped $312 million during the same three‑day span, making it the second‑largest opening for a Pixar title after Inside Out 2, according to industry data.
From soaps to backpacks, products line up
Men’s grooming brand Dr. Squatch rolled out a limited‑edition “Toy Story 5” collection in May, featuring three soaps and two deodorants. The Woody‑inspired “Howdy Hero” scent mixes snake‑root extract, desert sage, warm vanilla and leather, a blend meant to attract both adult fans and their kids.
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“What we’ve seen across most of our partnerships is that they do really move the needle with new customer acquisition,” said Irv Slobodskaya, director of brand marketing at Dr. Squatch. He likened the collaborations to a Trojan horse that opens doors to fresh audiences.
Other companies are following suit. Simple Modern is attaching “Toy Story” graphics to lunchboxes and water bottles for the back‑to‑school season. Luggage maker Away offers character‑themed carry‑ons and backpacks, while Shoe Palace has introduced cowboy‑style apparel echoing Woody and Jessie.
Tech and toys join the fray
Electronics firm Belkin unveiled an iPad case patterned after Lilypad, the tablet character from the film. Audio‑player brand Tonies released a line of storytelling figures that let kids play with familiar voices from the movie.
Vitamin supplier SmartyPants entered the arena with a limited‑edition “Toy Story” wrapper for its Kids Multi and Omega supplements. The company paired the packaging with a 360‑degree campaign titled “Fuel Their Imagination,” spanning social media, retail displays, online video, podcasts and streaming platforms.
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Senior director of brand communications Amy Avellar said the tie‑in was meant to be more than a licensed SKU. “It’s a coordinated brand moment spanning content to commerce,” she told a retail outlet. The partnership aligns with the movie’s theme of balancing traditional toys and tablets, a narrative that dovetails with SmartyPants’ focus on science‑backed nutrition and cognitive development.
Lessons from previous pop‑culture pushes
The surge of “Toy Story 5” collaborations follows a pattern set by earlier film‑driven campaigns. When Greta Gerwig’s “Barbie” hit theaters in summer 2023, over 100 brands—from Gap to OPI—rolled out related merchandise. A year later, the “Wicked” sequel sparked more than 400 partnerships, including limited‑edition household items from P & G that generated $330 million in media value and roughly 28 billion impressions.
Industry analysts warn that not every tie‑in will translate to lasting sales. A market researcher from NPD Group, speaking on condition of anonymity, said, “Brands need to ensure the product feels authentic, otherwise the hype can fade as quickly as the film’s opening weekend.”
Strategic timing and product design
Dr. Squatch’s approach emphasizes scent development over simple logo placement. Slobodskaya explained that the team studied the franchise’s characters and crafted aromas that resonate beyond a quick visual cue. The brand also extended the partnership to its women’s line, Jukebox, offering shoppers a $5 Fandango promo code for a “Toy Story 5” ticket after a $10 purchase.
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Measuring success involves early sales data and social‑media chatter. Products from the “Fight Club” range, for example, have fetched double their retail price on resale sites, indicating strong collector interest.
Sales are climbing fast.
Looking ahead
Slobodskaya said the company is already scouting other intellectual‑property opportunities for 2026, building on five years of experience that “what was true in 2021 is probably not true in 2026.” The underlying theme is clear: brands see licensed collaborations as a bridge between their own identity and cultural moments that already have fan enthusiasm.
