Disney UK and Westfield Rise, Unibail-Rodamco-Westfield’s (URW) in-house media agency, have unveiled a new ‘Toy Story 5’ themed immersive family experience.
Titled ‘Bonnie’s Playtime’, the experience will run at Westfield Stratford until August 31. The experience was also available at Westfield London until 9 August.
Alongside the activation, the firm produced a multi-channel marketing drive which combined digital-out-of-home, social, CRM, experiential and destination marketing channels.
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Bonnie’s Playtime is a multi-brand collaboration from Lego, Mattel, Funko, Simba and The Disney Store and features interactive play zones, hands-on experiences and content moments. It aims to highlight “how entertainment and consumer brands can use retail destinations as media platforms”.
Mel Lalou, director of Westfield Rise, Northern Europe, said: “‘Toy Story’ is one of the world’s most recognisable and beloved entertainment franchises, making it a powerful example of how brands can connect with audiences through immersive storytelling.
“Our partnership with Disney demonstrates the strength of combining retail media, experiential environments and integrated communications to create cultural moments that resonate with customers both on-site and beyond.”
This activity follows a ‘Toy Story 5’ activation that was unveiled at Westfield London in June.
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