Hong Kong Disneyland opens Toy Story Land with brand support

The new section of the theme park will open on November 18.

Inspired by the global blockbuster “Toy Story”, Toy Story Land features three new attractions, including the RC Racer, the Slinky Dog Spin and the Toy Soldier Parachute Drop.

A new animated TV ad for Toy Story Land, and additional Christmas celebration entertainment has been posted on YouTube.

Harbour City has also partnered with Hong Kong Disneyland, giving a distinct Toy Story theme to its annual Christmas lighting display. This kicked off last week, turning the Ocean Terminal’s forecourt into a Toy Story themed Christmas celebration titled “Toy to the World @ Harbour City”.

In addition, Hong Kong causal wear retailer Bossini has also joined the bandwagon. Its new line is a cross-over collection, in collaboration with the Toy Story brand. Hong Kong Cantopop star Joey Yung is a brand ambassador for the new line.

The brand has also enlisted digital agency Pixo Punch to create a standalone mini-site to make it corporate website more ‘playful’ to fit the 'Toy Story'.

“For the corporate website, instead of boring pull-down menu bars, different section will be presented in either square or rectangular-like puzzles.” Ben Woo, project director of the agency said,  "each puzzle will be categorised into three groups of 'Happiness factors' representing the categories of corporate, products and“promotions.

In order to attract youngsters’ eye balls, graphic-oriented approach is applied to the offline printed ad adaptation provided by Bossini.