Some AT&T shoppers will be able to have an IRL 'Toy Story 5' experience with Woody and the gang.
By
Timothy Beck Werth
Tech Editor
Timothy Beck Werth is the Tech Editor at Mashable, where he leads coverage and assignments for the Tech and Shopping verticals. Tim has over 15 years of experience as a journalist and editor, and he has particular experience covering and testing consumer technology, smart home gadgets, and men’s grooming and style products. Previously, he was the Managing Editor and then Site Director of SPY.com, a men's product review and lifestyle website. As a writer for GQ, he covered everything from bull-riding competitions to the best Legos for adults, and he’s also contributed to publications such as The Daily Beast, Gear Patrol, and The Awl.
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The in-store takeovers begin in select cities on June 8. 'Toy Story 5' hits theaters on June 19. Credit: AT&T
AT&T has partnered with Disney and Pixar for Toy Story 5-themed store takeovers, coming to select cities and AT&T stores starting June 8. The immersive campaign is designed to bring Bonnie's room into AT&T stores to create "places families can explore together," according to a press release shared with Mashable.
In addition, AT&T has created an animated TV spot featuring Bonnie and other characters from the franchise, and the company will host special screenings of the movie over the summer at its Connected Learning Centers around the country.
The in-store takeovers will feature limited-edition Toy Story 5 merchandise, kid-friendly photo opportunities, hands-on experiences with amiGO Jr. devices, and visuals of characters like Woody, Bullseye, and Jessie both inside and outside the store.
Renderings of the in-store experiences coming June 8 to select AT&T stores. Credit: AT&T
The in-store experiences will start next Monday at select AT&T stores in Atlanta, Austin, Chicago, Dallas, Los Angeles, and New York. Toy Story 5 will hit theaters on June 19, and the campaign will run through July 9.
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"What I love about Toy Story is that it grows with you," said Angela Rittgers, AT&T's SVP of Consumer National Revenue Operations, in an email to Mashable. "As a kid, it’s a fun adventure about toys coming to life. As an adult, you realize it’s really about friendship, change, loyalty, and learning to let go. Every stage of life gives you a different perspective on the story. That’s why parents enjoy it just as much as their kids. Everyone sees a piece of themselves in the characters."
As part of the campaign, participating AT&T stores will have opportunities for kids to engage with AT&T's kid-friendly devices. Toy Story fans will also be able to purchase limited-edition merchandise, such as Toy Story 5 phone cases and a tablet holder designed after the Lilypad tablet, a new character that will appear in the new Pixar movie. The tablet holder works with the AT&T amiGo Jr. Tab, a kid-safe browsing device.
Credit: AT&T
"We saw an opportunity to make a familiar moment feel a little more meaningful for families," Rittgers said. "AT&T Families are already coming into our stores together, whether it’s choosing a first device or figuring out what makes sense for their household. So instead of treating that as a transaction, we’re creating a space where families can explore together, ask questions, and feel more confident making decisions on their own terms."
The Lilypad tablet holder available at AT&T stores. Credit: AT&T
A 'Toy Story 5' phone case available at AT&T stores. Credit: AT&T
To learn more and shop the AT&T Toy Story 5 collection, visit att.com/ToyStory5.
Timothy Beck Werth is the Tech Editor at Mashable, where he leads coverage and assignments for the Tech and Shopping verticals. Tim has over 15 years of experience as a journalist and editor, and he has particular experience covering and testing consumer technology, smart home gadgets, and men’s grooming and style products. Previously, he was the Managing Editor and then Site Director of SPY.com, a men's product review and lifestyle website. As a writer for GQ, he covered everything from bull-riding competitions to the best Legos for adults, and he’s also contributed to publications such as The Daily Beast, Gear Patrol, and The Awl.
Tim studied print journalism at the University of Southern California. He currently splits his time between Brooklyn, NY and Charleston, SC. He's currently working on his second novel, a science-fiction book.
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