Massive push for Toy Story 3

Ben Parfitt
Massive push for Toy Story 3

The latest Toy Story game hits retail next month and Disney is expecting it to be ‘an absolute smash hit’.

As the follow-up to 1999’s movie sequel, Toy Story 3 already has huge backing from Disney with a massive cinema and internet marketing campaign.

The global Toy Story property has generated $8bn in total merchandise sales to date, paving the way for further success at games retail.

“Toy Story is one of those rare franchises that connects with absolutely everyone regardless of age,” said Disney UK’s marketing manager
Steve Woodward.

“The original movie is 15 years old so not only are there a huge number of existing fans but we are also talking to new audiences with the latest film and game.”

A mammoth marketing push will see 20-second TV spots appear on Sky1, Sky Sports, MTV, GMTV and Nickelodeon, while a Facebook page and YouTube takeover will reach consumers online.

Cinema-goers will also see 20-second adverts at screenings of Shrek: Forever After 3D and The Twilight Saga: Eclipse.

The game is also boosted by the wide reach of the Toy Story franchise, which encompasses films, toys and figures, park attractions, music, DVDs, a website and more.

As with Alice in Wonderland earlier this year, the whole Disney empire will be marketing Toy Story 3.

Woodward added: “The entire Walt Disney Company is behind this IP in a big way.

“Consequently we’ll be able to achieve a market presence far beyond what we could hope to with a standalone game campaign. Consumers won’t be able to miss Toy Story 3 – it literally will be everywhere this summer.”

Toy Story 3 hits shelves on July 16th for Xbox 360, PS3, Wii, DS and PSP.

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Tags: video games , disney interactive , toy story 3

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