MCPR transformed the launch of Mattel’s Disney and Pixar Toy Story 5 toy range into a national conversation about childhood, creativity and the future of play. Building on the insight that the first generation raised with Toy Story are now parents themselves, MCPR commissioned research among 1,000 UK parents and an academic paper from child development expert Dr Jacqueline Harding. The campaign combined evidence-led storytelling, expert commentary, national and regional features, product PR and a media panel at Young V&A, hosted by Anna Whitehouse. It generated 366 pieces of earned coverage, reached 110.6 million people and secured a product showcase on ITV’s This Morning.

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MCPR transformed the launch of Mattel’s Disney and Pixar Toy Story 5 toy range into a national conversation about childhood, creativity and the future of play. Building on the insight that the first generation raised with Toy Story are now parents themselves, MCPR commissioned research among 1,000 UK parents and an academic paper from child development expert Dr Jacqueline Harding. The campaign combined evidence-led storytelling, expert commentary, national and regional features, product PR and a media panel at Young V&A, hosted by Anna Whitehouse. It generated 366 pieces of earned coverage, reached 116 million people and secured a product showcase on ITV’s This Morning.