Toy Story 5 lands at Harbour City with immersive fan zones

With Disney and Pixar's Toy Story 5 set to hit Hong Kong, Harbour City has rolled out an all-new "Toy Story" experience, bringing beloved characters and immersive moments to fans across the city.

From 19 June to 31 August, Harbour City will be transformed into a grand “Toy Story 5” celebration -“FOREVER TOYS @ Harbour City”, inviting fans across the city to come together and witness the ultimate assemblies of Woody, Jessie, Buzz Lightyear, and a host of both new and old beloved friends.

In conversation with MARKETING-INTERACTIVE, the campaign is designed to reinforce Harbour City’s position as Hong Kong’s “place of happenings” and the must-visit destination for both local and overseas visitors during the peak summer travel season. "As our Summer Campaign, fresh, immersive, and highly resonant experiences are crucial to drive footfall, extend dwell time, and enhance overall visitor engagement." 

By partnering with The Walt Disney Studios (Disney), the campaign uniquely presents a locally exclusive Toy Story 5 movie-themed event, alongside curated PIXAR-themed experiences for shareable moments that resonate with families and younger audiences, added the spokesperson. "The launch is also perfectly timed with public holidays such as Father’s Day weekend, making Harbour City the ideal destination for quality family outings and lasting memories."

Harbour City partnered with Disney and Pixar to strategically leverage the global release of Toy Story 5 as a key driver of mall traffic, shopper engagement, and retail momentum. "As Pixar’s longest-running and one of its highest-grossing original franchises since 1995, Toy Story enjoys a multi-generational global fan base with strong appeal to both locals and tourists," said the spokesperson. 

"Besides, iconic characters from Toy Story—including Woody, Jessie, Buzz Lightyear, the Aliens, and Lotso—are deeply beloved by audiences worldwide, supported by emotionally compelling storytelling."

This strong emotional resonance has consistently translated into high-performing themed experiences and merchandise across film releases and major Toy Story and Pixar anniversary celebrations. The timing is also particularly meaningful: 2025 marks the Toy Story 30th Anniversary, and 2026 celebrates Pixar’s 40th Anniversary—making this campaign a double milestone that resonates strongly with fans and families.

Landing in Hong Kong cinemas on 25 June, Toy Story 5 swaps traditional playtime for Toy meets Tech. Woody, Buzz, Jessie, and the rest of the familiar crew are pushed to their limits when Lilypad - a tablet with a mind of her own - arrives with disruptive ideas about what's best for Bonnie. The beloved classic toys step up to save one another in this new era, teaming up with several brand-new characters to embark on an unprecedented adventure.

With “FOREVER TOYS” as its theme, Harbour City will roll out five experience areas in the first phase, inviting families and fans of all ages to take part firsthand in a playful showdown between toys and technology.

In the "Toy meets tech" playroom at Ocean Terminal forecourt, the entrance features giant two-meter-tall sculptures of Woody, Jessie, and Bullseye. Visitors then pass through a tunnel inspired by the Lilypad tablet, leading to four game zones where they can join classic and new toy characters in a series of challenges exploring the contrast between traditional toys and technology.

As part of the experience, the city's only official Toy Story 5 pop-up store, "The forever toy house," will debut at the Ocean Terminal main concourse. The store features over 30 international and local brands with more than 800 themed items, including first-release products and Harbour City exclusives, ranging from collectible figures to everyday essentials. 

Transformed into "Bonnie's room," the space also offers large-scale photo spots for fans to capture close-ups with their favorite characters. Snapio's exclusive themed photo booths are available on-site for visitors to take home their own Toy Story 5 memories.

Furthermore, the "AIA the best pals spot“, located at the Canton Road entrance of Gateway Arcade, features playful installations of Woody, Jessie, and Lilypad. Upon completing missions, participants can redeem rewards. They may also borrow a designated mysterious prop on-site for a photo with the installation, and share the picture on their social media using a designated hashtag to receive an exclusive Toy Story limited-edition gift.

Harbour City has also partnered with Standard Chartered Bank to launch a Disney promotional counter. Located in the atrium of Ocean Terminal, this zone features a lineup of Disney and Pixar friends reimagined as cute, candy-shaped photo installations. Visitors can also take part in the interactive motion-game challenge for a chance to win a limited-edition Standard Chartered Pixar 40th anniversary 999.9 golden ticket.

To further engage with Hongkongers, a new wave of Disney and Pixar themed activities and experience zones will soon be unveiled, featuring additional large-scale themed installations and interactive experiences at Harbour City across Ocean Terminal Deck and Gallery by the Harbour, to roll out from July onwards. The event spans the entire period, with varying opening and closing dates across zones.

On the awareness front, Harbour City tracks media coverage and publicity value, alongside social media reach and engagement, to gauge how effectively we are positioning Harbour City as the summer destination.

"We also monitor footfall and car traffic across the campaign zones and the wider mall, redemption figures for novelties, and sales performance from our retail partners, including the pop-up store and branded merchandise." 

At the same time, reflecting Harbour City’s long-standing commitment to giving back, the mall also assesses the impact of itscharity initiatives—from participation in donation-based activities and interactive experiences, to the overall funds raised. These moments of giving are an important part of the campaign, adding meaning to the visitor journey while contributing to the community.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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