Mattel unveils immersive Toy Story 4 campaign

Published on: 1st May 2019

Company partners with Disney on a range of toys inspired by the highly anticipated 21st June movie release. 

Mattel’s Disney Pixar Toy Story 4 range includes figures, play sets and role-play items across the Action Figures and Fisher-Price Imaginext portfolios, creating a broad product offering for the movie release.

Bringing to life the action and adventure of the movie, Mattel has partnered with celebrity influencer family Frankie and Wayne Bridge and their sons Parker (5) and Carter (3), to create an immersive cinema ad that encompasses the magic behind the movie and positions the toys as “Made for Little Hands and Big Adventures”.

The content, launching 17th June, involves the audience as they attempt to catch the toys coming to life. The 40 second ad spotlights some of the key toys in the line, including Walking Buzz, The Buzz Lightyear Robot, 7” Basic Figures and True Talker Figures.

The 7” Figure Assortments feature iconic and new characters, while role-play items bring the action from the movie to life. For younger fans, the Fisher-Price Imaginext range features the Buzz Lightyear Robot, alongside legacy characters and play sets that will bring nostalgia from the previous movies to the hands of new fans.

Kelly Philp, UK marketing lead, Mattel commented: “We are delighted to be working in partnership with Disney again on this brilliant movie. With our new immersive advert, we are able to really bring our toys to life in a unique and creative way that will capture the audience’s hearts and attention in the cinema environment.”

The campaign is just one element of a wider communications strategy in support of the new range, which includes an extensive influencer programme, television advertising and digital conversion activity.


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