Disney works with 8 brands to promote Toy Story 4 movie release

26/06/2019

Disney UK and EMEA have teamed up with eight major brands including eBay, Hilton Hotels, Boots Soltan, Europcar, Kellogg’s, Albert Bartlett, Duracell and Babybel as part of its promotion for recently released Toy Story 4 film.

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The fourth instalment of the classic series sees Tom Hanks and Tim Allen reprise their roles as Sheriff Woody and Space Ranger Buzz Lightyear respectively.

The collaborations will run across a variety of sectors and will target a range of different audiences, with a focus on family audiences, capitalising on the affection Toy Story has garnered in the UK and across EMEA since the first film landed in 1995. Toy Story 3 remains the highest grossing animation of all time at the UK box office.

eBay UK is inviting users to “Make More Magic, Memories and Money” through its team up with social influencer LadBaby (Mark Ian Hoyle), his wife Roxanne and their three-and-a-half-year-old son, Phoenix. The online marketplace challenged the internet sensation to create the ultimate eBay listing to sell a classic Buzz Lightyear toy to raise money for children’s charity, Together for Short Lives. In a socila media stunt, LadBaby created a video sending the space ranger to the edges of the earth’s atmosphere, reaching an altitude of 54,000 ft. where Phoenix explains why new owners will love his classic Buzz Lightyear. The activity will be supported by a digital media campaign on both eBay’s and Disney’s Facebook channels.

Whether planning a beachside getaway or a weekend of wandering in the city, Hilton offers the perfect destinations for great memories with their “Start Your Family Adventure With Hilton” campaign, running until September 30th 2019.

Running across the UK, Germany, Italy, Turkey, the UAE and Saudi Arabia, the campaign is supported with digital media, Disney’s and Hilton’s owned social platforms, a dedicated family email campaign and enriched guest experiences at participating properties including Toy Story 4 packs for children.

Boots Soltan, on the back of previously successful campaigns with Disney and Pixar on Incredibles 2, Cars 3 and Finding Dory, is collaborating again by offering free Toy Story 4 reusable water bottles when customers purchase two Soltan products. The promotion is part of its “Summer Adventure Starts Here” initiative. It will run across 2,000 Boots stores across the UK and will be supported by in-store, e-commerce, social and print activity and will run until August 27th, 2019.

Europcar, the car rental brand of Europcar Mobility Group, is celebrating the release of the film by giving customers the chance to “Move Your Adventure” by winning Toy Story 4 Talking Action Figures and saving on car hire this summer. The action figures will be available in a giveaway running until August 24th, 2019 and there will also be some hidden in rental cars for customers to find during a special event too. The campaign kicks off with a Toy Story 4 makeover of the Europcar shuttle buses at London Heathrow. The buses, manufactured by the British company Optare, will be fully wrapped with the Toy Story 4 marketing collateral by vehicle branding specialist, Mediafleet.

Kellogg’s has announced free Toy Story 4 back to school stickers with promotional packs of Kellogg’s cereal. A set of four sticker sheets have been designed with two sticker sheets inserted into each promotional pack. The promotion will run across six million packs in the UK and Ireland, including Rice Krispies, Rice Krispies Multi-Grain Shapes and Coco Pops, and will be in-store for back to school 2019. It will be supported by a TV campaign specifically targeting kids TV channels, as well as POS branding across all grocers.

Albert Bartlett, the UK’s leading provider of potatoes, is running a competition to win a Toy Story adventure at Disneyland Paris. It is appearing on 4.6 million promotional packs of the company’s Jersey, Cornish and Rooster potatoes until July 31st and is supported by merchandising in store as well as by extensive digital media and social activity. Albert Bartlett hosted a launch event on May 1st in Jersey, inviting local school children to dress up as their favourite character from the film.

Duracell is marking the launch of the film by inviting customers to “Bring Your Toy Story 4 Toys To Life” with batteries that last up to 15 hours longer. The campaign will run across the UK and EMEA until August 31st 2019 and is supported by TV and digital activity in all 15 participating markets, including across Disney’s Facebook channels. All other markets will run in-store promotions.

Finally cheese snack brand Babybel invites Toy Story 4 fans everywhere to experience a “Little Big Adventure.” The brand is offering a chance to win Toy Story 4 prizes with the purchase of limited-edition character packaging, including the newest member of the Toy Story crew, Forky! In France, Germany, Switzerland, Austria, Belgium and Italy, Babybel is offering the chance to win a vacation to Toy Story Land in Walt Disney World® Resort, Florida.

The campaign will run across Europe and will be supported by custom animated TV commercial, created by Pixar.

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