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.
