Mattel is partnering with the celebrity influencer family, Wayne and Frankie Bridge and the couple’s two children to create an immersive cinema ad for its new Toy Story 4 toy line.
The new spot aims to ‘capture the magic behind the movie,’ by challenging cinema audiences to ‘catch the toys coming to life.’ The ad will spotlight some of the key toys in the range, including the Walking Buzz, The Buzz Lightyear Robot, Mattel’s basic Toy Story 4 figures and True Talker figures.
The ad content will launch June 17th this year, just days ahead of the film’s cinematic release on June 21st. Mattel – in partnership with Disney – has developed a range of figures, play-sets and role play items around the upcoming film.
Additional products in the range include seven-inch Figure Assortments with iconic and new characters, while role play items bring to life the action from the movie. For younger fans, the Fisher-Price Imaginext range features the Buzz Lightyear Robot, and legacy characters and play-sets bring nostalgia from previous movies to the hands of new fans.
Kelly Philp, UK marketing lead at Mattel, said: “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.”
This is just one element of a wider communications campaign to support the new Mattel x Disney Pixar Toy Story 4 toy range, which includes an extensive influencer programme, television advertising and digital conversion activity.