If you watched Super Bowl LX last night, you might have spotted a familiar face, or rather, a familiar backside. Levi’s debuted their “Behind Every Original” commercial during the big game, spotlighting iconic backsides that have shaped culture over the years. And right there among them? Woody from Pixar’s Toy Story, looking denim-clad and as timeless as ever.
You can watch the full commercial on YouTube here.
Disney Consumer Products Launches “Blockbuster Season”
Woody’s Super Bowl cameo isn’t just a fun moment for Toy Story fans. It’s actually kicking off something much bigger: Disney Consumer Products’ “Blockbuster Season” initiative, which is launching now.
So what exactly is Blockbuster Season? It’s a global campaign that brings together beloved characters from across Disney, Pixar, Marvel, and Star Wars through product collaborations that celebrate storytelling and style. The campaign is inspired by some major film releases coming later this year, and it spans all of Disney’s biggest franchises heading into summer.
Building on the Levi’s x Toy Story Partnership
This isn’t the first time Levi’s and Toy Story have teamed up. The Super Bowl spot builds on last year’s Levi’s x Toy Story 30th Anniversary collection, which launched globally in October. That collection even included a tri-lab Mattel Woody doll decked out in Levi’s denim, which was a pretty cool crossover between two iconic brands.
Seeing Woody show up in a Super Bowl commercial feels like a natural next step for that partnership, and it sets the stage perfectly for what Disney Consumer Products has planned for the rest of the year.
Major Partners and Product Collaborations
Levi’s isn’t the only brand getting in on the action. Disney Consumer Products has lined up some heavy-hitting partners for Blockbuster Season:
- LEGO is rolling out new sets spanning Star Wars, Disney Princess, Pixar, and Marvel
- CROCS is releasing special-edition collections
- Walmart will have summer products tied to the campaign
That’s a pretty impressive lineup of collaborations, and it means fans will have plenty of ways to celebrate their favorite characters through merchandise this summer. If you’re someone who loves Pixar properties, there’s going to be no shortage of options.
The Films Driving the Campaign
The timing of Blockbuster Season makes a lot of sense when you look at what’s coming to theaters. The campaign is tied to some huge upcoming releases:
- Star Wars: The Mandalorian & Grogu
- Toy Story 5
- Moana (Disney)
- Spider-Man: Brand New Day (Sony)
With that slate of films on the horizon, it’s easy to see why Disney Consumer Products is going all-in on a unified campaign. Each of those movies represents a massive franchise with a dedicated fanbase, and the product collaborations will give fans new ways to connect with the stories they love.
For those of you keeping track of all the Super Bowl and Disney crossovers happening right now, Woody’s Levi’s cameo is definitely one of the highlights. And with Blockbuster Season just getting started, there’s a lot more to look forward to in the months ahead.
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