To Infinity and Back Again

It’s been 31 years since Randy Newman sang “You’ve Got a Friend in Me.” Since 1995, the Oscar-nominated Toy Story theme has appeared in every sequel, reminding audiences that our childhood toys are always there for us. This summer, Woody, Buzz Lightyear, and more of Andy’s childhood toys returned when Toy Story 5 opened in theaters June 19.

“The enduring appeal of Toy Story lies in the enchanting concept of toys coming to life, which resonates strongly with audiences of all ages,” says JoAnn McLaughlin, senior vice president of licensed product design and development at Disney Consumer Products. “The film delivers heart, humor, and unforgettable characters who have become cross-generational icons. This unique combination enables products to serve as a seamless extension of the storytelling in the film.”

For the fifth installment of the franchise, Woody returns from the wilds of rescuing lost toys and rejoins the gang — Andy’s toys plus friends they’ve made along the way, all now in service to a young girl named Bonnie — to save them from Bonnie’s newest toy, Lilypad, a tablet that takes her away from playtime. “Extinction, not again,” Rex cries in the trailer. In this film, audiences revisit the original film’s premise, reimagined for today: A toy’s greatest fear is being replaced by another toy.

Offscreen, that couldn’t be less true, as characters abound, not just in the toy aisle where they once came from, but in craft and school supplies, luggage, apparel, accessories, and collectibles for all ages. 

While kids can play through Mattel, Hasbro, and eKids, their caregivers — and fans — reminisce and experience fandom with The LEGO Group, Funko, Crocs, Pandora, Ravensburger, Dr. Squatch, BoxLunch, Away, Pop Mart, Miniso, Sharpie, and dozens more household names.

“Licensees approach this process with a deep respect for the source material,” McLaughlin promises. “By collaborating closely with our creative teams, licensees deliver products that not only delight fans, but also encourage imaginative play and storytelling — reinforcing the franchise’s legacy and broadening its reach for new generations.”

No brand unites generations as effectively as Newell Brands. The company behind Rubbermaid, Crock-Pot, and Yankee Candle is lassoing kids and adults with its Toy Story 5 collection, offering Sharpie Permanent Markers and S-Note Creative Highlighters and Elmer’s glue sticks and slime kits.

Elmer’s mission of developing creative minds through hands-on activities aligns with the film series. “There is so much nostalgia there,” says Morissa Wagner, brand director at Newell Brands, of the Toy Story franchise. “The theme fits so well with the Elmer’s brand and our mission.” 

Slime isn’t just for kids, though; moviegoers of all ages can enjoy the compound. “That balance is really what makes Toy Story so enduring,” shares Kristen Mahan, director of global brand marketing at Newell Brands. “For us, it’s that balance of honoring that iconic storytelling and characters that people already love while showing up in ways that feel current and relevant to how kids create and play today.”

Elmer’s is the No. 1 brand for school glue and slime. Adults, feeling like Rex and Mr. Potato Head, can take comfort in the sensory activity. Available in four- and 10-piece sets, these kits include pre-measured ingredients, glue in themed colors, and an activator. “People find that tactile experience to really bring creativity, but also, the relaxation element,” Mahan says, adding that the experience includes “that fidget element that is so popular these days.”

“With both Elmer’s and Sharpie, we’re bringing that story into real life,” Mahan says. “Creativity and creating those shared experiences between both parents and kids, where that nostalgia and the newness come together.”

Sharpie’s Permanent Markers ($26.99) feature the film’s characters on the packaging and offer a limited-edition barrel design and franchise-inspired colors, including Buzz Lightyear’s signature greens and purples. The S-Note Creative Highlighters ($22.99) deliver vivid, high-contrast shades with a chisel tip ideal for highlighting.

Basic Fun! joins in the creative play with Lite-Brite ColorPOP! Toy Story ($19.99). The interactive, light-up toy includes six ColorPOP full-color templates with a translucent, HD screen. Fans can scan a QR code at home to download more templates, blending modern tech with a classic toy.

“Lite-Brite is all about bringing art to life through light and creativity, which made it a natural fit for Toy Story — a franchise built around the magic of toys coming to life,” explains Jessica Stuhmer, Basic Fun!’s global brand manager for Lite-Brite, My Little Pony, and Potato Head. “Both brands spark imagination and creative storytelling in a way that resonates across generations.”

“Toys are for play, but tech is for everything,” Woody comiserates in the new film. With Elmer’s and Basic Fun!, hands-on, screen-free time together may prove him wrong.

Fans can show a love greater than Woody’s with apparel, accessories, and home goods. “The anticipation around Toy Story 5 reflects the deep, cross-generational connection fans continue to have with these characters and stories,” says Rick Vargas, general merchandise manager and senior vice president of merchandise and marketing at BoxLunch. From everyday wear to the movie theater, BoxLunch has fans covered — literally. “Fans can expect fresh takes on iconic characters across apparel, accessories, and lifestyle products,” he adds.

Disney Pixar Toy Story Woody Plaid Mechanic Woven T-Shirt ($49.90) offers Woody’s biggest fans a brown plaid top with zipper details, patches, and Woody and Bullseye on the back.

Disney Pixar Toy Story Characters Western Women’s Overalls ($79.90) match the theme, with cowprint straps and embroidered characters. Paired together, one might be fit as an extra on Woody’s Roundup or ready to dominate the claw machine at Pizza Planet. Nothing says first place at the arcade or in the space race like the Disney Pixar Toy Story Buzz Lightyear Flight Jacket ($99.90), an adventure-ready jacket begging for blast-off.

The exclusives stretch as far as Slinky Dog, including a Scenic Crewneck ($64.90), Cropped Baseball Jersey ($54.90), and Cropped Zippered Hoodie ($59.90). “At BoxLunch, we’re seeing strong demand for nostalgic, fan-first merchandise that feels both collectible and wearable, and this collection was designed with that in mind,” Vargas says.

Fans can accessorize with more class than Woody’s sheriff badge through a Pandora collaboration ($85-130). The sterling silver and 14k gold-plated collection includes a Buzz Lightyear Dangle Charm, a 14k gold-plated Cowboy Boot Charm, a Sheriff Star Bracelet, a stretched Slinky Dog Charm, and a Pixar Ball Charm.

They can also get to their next adventure with Crocs ($19.99-129.99), which transformed the classic silhouette with a set that looks like the film’s aliens, and scaled into new heights with another pair inspired by Jessie’s cowgirl boots. A full line of Jibbitz accessory charms includes an alien, Bullseye, Buzz Lightyear, Jessie, and Woody. “Our line with Crocs allows consumers of all ages to showcase their fandom in a more expressive way,” McLaughlin says.

At the end of the day, fans can scrub themselves clean with Dr. Squatch hygiene products ($24-51). “Our collection with Dr. Squatch integrates the brand into personal care touchpoints for fans,” McLaughlin says. The collection features three soaps inspired by Woody, Buzz, and Jessie, along with two deodorants. “Toy Story is a cross-generational story about friendship, loyalty, and the inevitability of growing up, so we wanted this collection to reflect that,” shares John Ludeke, chief brand officer at Dr. Squatch.

Cosmic Captain has notes of crisp pear, cedarwood, and evening star, while Cowgirl Courage smells like wildflowers and sandalwood, and Howdy Hero gives off warm vanilla and desert sage, ensuring fans will always smell better than Sid’s dreadful bedroom.

“This marks our first-ever partnership with our sister brand, Jukebox, with each product specifically designed to reflect what makes Woody, Buzz Lightyear, and Jessie so memorable for fans and collectors of all ages. From Howdy Hero’s rugged cowboy energy and Cosmic Captain’s fresh, space-ready feel to Cowgirl Courage’s bright, adventurous spirit,” Ludeke adds. “The goal was to create products that showcase the power of play and imagination, have a real place in your everyday routine, and feel worthy of the Toy Story universe.”

Travel has proved perilous in the franchise for Woody and Buzz, but Away makes the daunting task easier, with bag charms ($38), keychain lanyards ($38), stadium bags with enamel pins ($98), packing cubes in three colorways ($98 for a set of three), carry-on and checked luggage for kids and adults ($278-398), and kids’ backpacks ($98). Even when you’re far from the playroom, destined for infinity, the playroom is close to you.

Items like this provide fans “ongoing engagement touchpoints that bridge them into the next chapter,” McLaughlin says. Collectors can enjoy “the storytelling across our lineup of films this blockbuster season,” as a result, she says.

Happier surprises are in stores, with mystery figures at Pop Mart and Miniso. With the touch of a button, Pop Mart’s figures ($18.99) reveal scenes from the movie. Miniso’s Childhood Bonds Series Vinyl Plush Surprise Box is a collection of oversized bag charms, starring Andy dressed as his childhood toys. The mystery box accessories join Boot-Shaped Crossbody Bags that mimic Buzz Lightyear’s green, purple, and white space boots and Woody’s brown Western cowboy boots.

Is this the last Toy Story film? At the time of publication, Disney hasn’t confirmed — or denied — a sixth installment. “At its core, Toy Story is grounded in imagination, adventure, and friendship — values that inspire creativity and emotional connection,” McLaughlin says. 

After 31 years, and love from three generations, one thing fans can count on is that they have a friend in Woody, Buzz Lightyear, and all of Bonnie’s toys, from the cowgirl rag doll Jessie to a decorated plastic knife.