By Gary Symons
TLL Editor in Chief
Disney is commemorating the 30th anniversary of Toy Story, the groundbreaking 1995 Pixar film that launched a global franchise and redefined animation.
The studio’s celebration of one of its top brands will include a slate of new products, theme park experiences, and a renewed global licensing agreement with Mattel.
Since its debut, Toy Story has become one of Disney’s most enduring intellectual properties, known for its heartfelt storytelling, memorable characters, and cultural impact.
As the first fully computer-animated feature film, Toy Story introduced audiences to Woody, Buzz Lightyear, and the rest of the toy box, ushering in a new era of animation and leaving a lasting legacy on both film and merchandising.
To mark the milestone, Disney is launching a wide array of consumer products in partnership with major brands. New releases include:
- ColourPop’s first Pixar collaboration, a makeup collection inspired by iconic Toy Story characters.
- Adidas anniversary footwear themed to the film’s colorful aesthetic.
- Ray-Ban Kids eyewear featuring Toy Story branding.
- A variety of new books, including Pop-Up Peekaboo! Toy Story, The Color of Toy Story, and 5-Minute Pixar Stories, which includes an all-new Toy Story tale.
- For the first time in the U.S., Hamm and Rex Gamer Plush—previously only sold in China—are now available on DisneyStore.com, alongside a broader assortment of talking action figures and collectibles.
Disney Doubles Down on Global Licensing Deal With Mattel
In one of the most significant moves tied to the anniversary, Disney has renewed its multi-year global licensing agreement with Mattel, a partnership that has endured since the 1990s.
Under the renewed deal, Mattel will continue to produce a wide range of Toy Story toys, including action figures, plush, vehicles, radio-controlled items, and games.
“By celebrating the 30th anniversary of Toy Story and the anticipation of Toy Story 5 through new products, we will pay tribute to the legacy of this beloved brand and its influence on culture, while engaging with new and existing fans,” said Paul Southern, senior vice president of global brand commercialization at Disney Consumer Products.
Mattel has already begun releasing special 30th-anniversary merchandise and is preparing for a major rollout of new products tied to Toy Story 5, slated for release in 2026. These will include new action figures, additions to the Imaginext and Little People lines, and themed versions of classic games such as UNO, Kerplunk!, and Tumblin’ Monkeys.
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“Toy Story has been a beloved cornerstone of storytelling and imagination for generations,” said Nick Karamanos, SVP of entertainment partnerships at Mattel. “We will continue to create toys and products that showcase the joy, surprise, and fun that has made Toy Story such an incredible property.”
Beyond retail, Disney and Pixar are bringing the celebration to digital platforms and theme parks. A new Toy Story-themed YouTube series is being developed to engage younger audiences, and Disney California Adventure will feature “Better Together: A Pixar Pals’ Celebration” this summer. Fans can also revisit the complete Toy Story film and TV library on Disney+.
To cap off the celebration, Disney has released a nostalgic brand video that highlights Toy Story’s legacy over the past three decades—offering a look back at the characters and moments that continue to capture imaginations across generations.