DISNEY MARKETING

Marketing of the Disney product 'Toy Story 3' and the Disney brand



Marketing of the Disney product 'Toy Story 3' and the Disney brand

Introduction

As an animated movie, Toy Story 3 would have usually been targeted toward kids. Instead, Pixar set their sights on a group they named "Andyites," 20-somethings that were young children when the original Toy Story was released. To get the attention of this mostly college-aged group, the studio started their campaign with a series of viral videos. Each video appeared to be commercial from the 1980s that featured one of the toys in the movie (Drotner, 2004). ...