Ad Nut
May 31, 2019

Toy Story 4 has a secret Chinese character that is not Duke Caboom

It's a Toy Story micro movie. It's a toy donation program. It's also JD's China Children's Day campaign.

Ahead of Children's Day on 1 June, JD worked with Walt Disney, which is ramping up for the release of Toy Story 4, to launch a series of special co-marketing promotions and a children's toy donation program in China.

JD’s own mascot, Joy the dog, will be 'starring' in Toy Story alongside Sheriff Woody and Buzz Lightyear.

Well, not quite. It's a Toy Story micro movie called “再遇玩伴" ('A new story for your old toys') co-presented by Pixar and the online retailer. Ad Nut was informed this represents the first time Pixar has produced a side project with an external character.

Such fun! Merchants selling on JD want in too, but they only get co-branded Toy Story merchandise, like the flower cleansing balm from L’oreal below, featuring Hamm the pig in a pile of balm.

Walt Disney and JD are also turning this into a charitable campaign while they're at it.

Together with China Charities Aid Foundation for Children (CCAFC), the duo initiated a used-toy donation project with the same theme as the micro movie. Urban consumers can donate their unwanted toys to children living in China's remote areas through the JD Giving Platform, and JD Logistics will pick up and deliver the toys after cleaning, disinfecting and repackaging them.

Ad Nut thinks this is a clever way to showcase JD's logistics in the donation process.

Come to think of it, Ad Nut is a bit tired of being a static squirrel (well, mostly), and believes Woody should have a new sidekick other than Slinky Dog. Can Campaign strike up a deal with Toy Story 5? 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign China

Related Articles

Just Published

9 hours ago

Are China’s 'Little Fresh Meat' idols losing their ...

Major platforms like iQiyi and Tencent are recruiting diverse faces for their competition shows. Does this mean China’s idol aesthetic is changing?

9 hours ago

Reddit launches in-house agency to help brands tap ...

KarmaLab will offer workshops and insights for brands from Reddit users.

9 hours ago

Adlanders work long hours because clients don't pay ...

The D&AD chairman places the blame for adland's long-hours culture at the door of marketers.

9 hours ago

Chaka Sobhani promoted to global chief creative ...

Sobhani will still head up creative at Leo Burnett London.