BY SONIA REYES
Thursday, November 23, 1995
Walt Disney's "Toy Story" is no mere child's play.
Hoping to cash in on the first movie fully animated by computer, an array of big-name companies have teamed up with Disney in a $125 million promotion that is aimed at getting people to see the film and buy scores of products based on its characters.
Coca-Cola, Pepsico, Burger King and Payless ShoeSource have created everything from puppets, action figures, sneakers and contests pegged to the movie's 25 toy characters.
By linking their products with "Toy Story," companies hope to catch the the wave of what movie industry insiders and critics predict will be the hottest film of the holiday season.
Executives at Minute Maid juices, a unit of Cola Cola Foods, believe the movie can help reverse their stagnant sales. So, they're using the movie in coupons, advertising and other promotions.
"This is a big deal for us," said John Clendening, vice president of marketing for Coca-Cola Foods. "We're trying to engage consumers in our brand. Hopefully, it will revitalize sales, which have lagged for the past three years."
Meanwhile, at Frito-Lay brands, a unit of Pepsico, they're putting "Toy Story" characters on nearly 80 million bags of Doritos, Fritos, Rold Gold and Ruffles.
Some experts said companies can't miss with this one, since the movie is made by Walt Disney, has gotten great reviews and is one of just a few family oriented movies out this holiday season.
"This is the merchandising deal of the decade," said marketing consultant Al Ries, chairman of the Great Neck, N.Y.-based Ries & Ries. "This will be a killer deal. How can a kid, sitting through a one-and-a-half-hour movie with an army of recognizable toy characters, not want to own one?"
The big hit is expected to be merchandise based on "Toy Story," a fantasy adventure flick which brings to life the toys, games and other possessions in a 6-year-old's room.
There's pull-string Woody the Cowboy and Buzz Lightyear, a neighborhood bad toy named Sid and his vicious dog, Scud. They lead the pack of toys that also include Mr. Potato Head, Bo Peep, Slinky Dog and Magic-8-Ball.
For Burger King, "Toy Story" is its eighth movie tie-in after "Lion King" and "Pocahontas." The chain will offer, from Nov. 16 to Dec. 31, Kids Club Hamburger Meals featuring six of the movie's characters for $1.99. Also, a "Toy Story" hand puppet based on Woody, Buzz and other characters will be sold with purchase of a $1.99 Value meal between Thanksgiving and Christmas.
Payless ShoeSource, the Topeka, Kansas-based retailer, is selling a sneaker featuring Buzz Lightyear's image on it. They're hoping kids will drag their parents to buy it even with its $20 price tag.
Along with the sneaker, the company has also created "A Special Friendship" booklet, adapted from "Toy Story," the back of which will contain $35 worth of coupons to be used at Payless' 4,600 stores nationwide.
"We expect the tie-in to drive sales up during Thanksgiving and Christmas," said Steve Farley, senior vice president of marketing for Payless, a unit of Mays Department Stores.