In a strategic move that reinforces the enduring legacy of one of the world’s most iconic animated franchises, Mattel has extended its multi-year global licensing agreement with Disney for Toy Story. This renewed partnership comes at a pivotal moment, aligning with the franchise’s 30th anniversary and the highly anticipated release of Toy Story 5 in 2026.
As part of the expanded agreement, Mattel secures the rights to continue developing a broad range of Toy Story-themed toys, including action figures, vehicles, radio-controlled products, games, and plush lines. The refreshed collaboration is a testament to the powerful synergy between storytelling and imaginative play that has defined Toy Story for generations.
Under the renewed deal, Mattel is gearing up to launch an entirely new lineup inspired by Toy Story 5. Among the highlights will be a customized Uno game featuring unique rules tailored to the film’s narrative, a new collection of plush toys, and radio-controlled products designed to bring pivotal movie moments to life in the hands of young fans.
Building on the success of past collaborations, Mattel also plans to expand Toy Story-themed editions of classic games such as Kerplunk! and Tumblin’ Monkeys. Meanwhile, the beloved Little People collection will welcome a fresh wave of Toy Story characters and scenes, appealing to younger children. Additionally, Mattel’s Imaginext series will debut a new lineup inspired by the adventures of Woody, Buzz Lightyear, and friends.
“Throughout the many years of Disney’s collaboration with Mattel, fans have taken their imagination and love for Toy Story characters to infinity and beyond through the magic of play,” said Paul Southern, SVP of Global Brand Commercialization at Disney Consumer Products. “We will pay tribute to the legacy of this beloved brand and its influence on culture while engaging with new and existing fans.”
Mattel and Disney’s collaboration dates back to the 1990s, when Toy Story first revolutionized animated storytelling. Today, their renewed partnership signals a deep commitment to honoring the franchise’s heritage while ushering in a new era of innovation, creativity, and consumer engagement.
At Star Brands Consulting Group, we see this renewed licensing agreement as a powerful example of how entertainment and consumer products can intersect to create enduring brand experiences. For partners exploring opportunities in the licensing sector, Mattel’s evolving strategy around Toy Story offers inspiration and a model of global brand synergy at its best.