Brands target multi-generational appeal with ‘Toy Story 5’ collabs

Digital Marketing Redux // June 24, 2026 Brands target multi-generational appeal with ‘Toy Story 5’ collabs By Melissa Daniels Brands like Dr. Squatch and SmartyPants are poised to reach new audiences thanks to the blockbuster success of “Toy Story 5.” In the U. S.

and Canada, box office totals for the new Disney release surpassed $160 million, marking the biggest-ever debut in the franchise’s 21-year history. Deadline reported the movie took in $312 million globally during the three-day period, the second-highest all-time total for a Pixar movie, excluding releases in China, following “Inside Out 2.”

Brands got ahead of the launch and have been leaning into the multi-generational appeal of the long-running “Toy Story” franchise with soaps, shirts and toys that will be splashed across retailer shelves and ad campaigns throughout the summer. Irv Slobodskaya, director of brand marketing at men’s personal care brand Dr.

Squatch, said the brand is seeing positive momentum around its limited-edition “Toy Story 5” drop that launched in May. It launched three soaps and two deodorants inspired by the franchise, including the Woody-inspired Howdy Hero scent, which blends snake root extract with desert sage, warm vanilla and leather.

The hope is that the scents appeal to grown-up “Toy Story” fans and their kids, who may not otherwise be familiar with the brand. “What we’ve seen across most of our partnerships is that they do really move the needle with new customer acquisition,” Slobodskaya said. “I often refer to our IP partnerships as kind of a Trojan horse with new audiences.”

The rush of “Toy Story 5” collabs shows that finding the right brand-IP fit is becoming a standard marketing moment rather than a nice-to-have.

Consumers have likely noticed more on-shelf collabs since the summer of 2023, when Greta Gerwig’s “Barbie” movie spawned over 100 brand collabs, from apparel companies like Gap, PacSun and Forever 21 to beauty and personal care companies like OPI, NYX and Kitsch.

Then, when “Wicked” launched in the fall of 2024, stores were flooded with pink-and-green merchandise. The sequel, “Wicked: For Good,” led to over 400 brand partnerships. Some “Wicked: For Good” tie-ins involved the expected toys and gear from the likes of Lego, Funko and Mattel.

But the movie also delved into CPG and partnered with the likes of P&G on licensed limited-edition household items like Gain laundry detergent and Dawn PowerWash. The result was more than $330 million in media and promotional value, and about 28 billion impressions within the first few months.

“Toy Story 5” may prove just as impactful, given that brands are looking to get the attention of both kids and their parents who grew up with the franchise. Simple Modern, which has made IP a key growth strategy, is tying its “Toy Story”-themed gear to its back-to-school season as it sells products like lunchboxes and water bottles.

Luggage brand Away launched a line of carry-ons, backpacks and other accessories themed around individual characters. And Shoe Palace launched an apparel and accessories collection, including cowboy-themed gear inspired by Woody and Jessie.

On the toys and children’s gear side, consumer electronics brand Belkin launched an iPad case inspire d by Lilypad, the tablet character featured in the new movie. Tonies, an audio player for kids, has a new line of “ Toy Story” characters that offer storytelling and musical playtime. Some brands aim to broaden their partnerships beyond products.

Vitamin brand SmartyPants launched limited-edition “Toy Story”-branded packaging for its Kids Multi and Omegas, marking its first-ever licensed tie-in. In step, it launched a 360-degree campaign titled “Fuel Their Imagination,” which spans social media, retail shelves, online video, podcasts and streaming video.

Amy Avellar, senior director of brand communications, said the partnership aims to be more than a licensed SKU or media buy — it’s also meant to tie the brand to a greater cultural moment. SmartyPants hosted an influencer trip and is bringing the partnership into its upcoming Lollapalooza “Kidzapalooza” event.

“What makes this unique is that it’s a coordinated brand moment [spanning] content to commerce,” she told Modern Retail. Avellar said choosing “Toy Story 5” as SmartyPants’ first brand tie-in made sense, given that the movie has strong themes of healthy childhood development; the plot centers on the tension between traditional toys and tablets.

The brand, a subsidiary of Unilever that launched in 2011, often focuses its own messaging on science-backed nutrition and cognitive development. The campaign is set up t