'Toy Story 5' celebrations boost franchise economy in China

"Toy Story 5" is set for release in China on June 19, coinciding with the Dragon Boat Festival, and a series of celebratory events has been held across the country ahead of the premiere to promote the iconic animated film franchise.

Iconic characters from the "Toy Story" franchise pose with singer Huang Zihongfan on stage at the premiere of "Toy Story 5" in Shanghai, June 12, 2026. [Photo courtesy of Walt Disney Pictures]

The China premiere of the film was held June 12 at Shanghai Disney Resort. The Walt Disney Grand Theatre was decorated to resemble an oversized version of the bedroom belonging to Bonnie, the toys' owner in the film. At the end of the premiere screening, classic "Toy Story" characters appeared in the theater to interact with the audience.

Disney and Pixar's "Toy Story 5" explores the clash between toys and technology. Directed by McKenna Harris and Andrew Stanton, the film deals with a contemporary issue: children worldwide now have more options to play on smartphones and tablets, a new threat to playtime with traditional toys.

It follows Woody, Buzz, Jessie and the gang as their roles are challenged when a new tablet device, Lilypad, arrives with her own disruptive ideas about what is best for their young owner, Bonnie.

"Toy Story 5" generated strong word of mouth after screenings, with many calling it another "instant heartfelt classic" from Pixar and a "heartwarming and healing film that protects the innocence of children in the digital age." For audiences who grew up playing with toys and those raised in the digital age alike, the film aims to capture new realities and forge fresh emotional connections.

The first "Toy Story" film, released in 1995, was the first entirely computer-animated feature-length film and helped launch the era of CGI animation worldwide. Its emotional depth and imaginative storytelling have made it a classic across generations. The franchise has grossed more than $3 billion worldwide.

A still from "Toy Story 5." [Photo courtesy of Pixar Animation Studios]

Ahead of the film's release, Disney China and Shanghai Animation Film Studio released an animated short titled "Zhuazhou." A new Chinese-language version of the nostalgic song "You've Got a Friend in Me," performed by He Jiong and Huang Zihongfan, was released June 11 on major music platforms along with a music video.

Taylor Swift also contributed to the film with a new song, "I Knew It, I Knew You," written and produced with Jack Antonoff, drawing wide attention online.

Disney launched a two-month celebration centered on the "Toy Story" franchise, Disney Animation Fiesta 2026, on June 1, International Children's Day. The campaign spans film and TV content, music, merchandise, theme park experiences and charity partnerships across online and offline platforms.

Four previous installments were screened during the 2026 Chongqing International Animation Film Week from June 9 to 13. Starting in June, China's major video streaming platforms iQiyi, Bilibili, Tencent Video and Youku launched a "Toy Story" series online viewing marathon.

A series of marketing activities for "Toy Story 5" is underway in multiple cities across China and on online platforms. A film-themed installation will be set up at Xi'an's Datang Everbright City, creating what organizers describe as the world's only dragon boat-themed "Toy Story" installation for the Dragon Boat Festival.

In early June, "Toy Story"-themed events were held at popular commercial spaces in Beijing, Chengdu, Hangzhou and Jinan, featuring interactive installations, themed displays and consumer experiences.

A "Toy Story 5"-themed plane stands by as it flies passengers on the route from Shanghai to Chengdu. [Photo courtesy of Walt Disney Pictures]

A "Toy Story 5"-themed subway train has been running in Hangzhou since June 5 ahead of the 22nd China International Cartoon and Animation Festival, which runs there from June 17 to 21. Disney also partnered with China Eastern Airlines on a "Toy Story 5"-themed flight, which debuted on the Shanghai-Chengdu route on June 13.

The branding extended to Chengdu Tianfu International Airport as well, where Disney set up its first such installation at the terminal.

Disney China will also launch a series of "Toy Story"-themed licensed products with several brands, covering toys, apparel, home goods, skincare, food, electronics, model kits and miniature robots, while also creating themed retail experiences, displays and pop-up stores nationwide.