‘Toy Story’ Isn’t Child’s Play Millions Gambled On Tie-Ins With Disney Movie

Mr. Potato Head - the first toy ever to be advertised on television - made his big screen debut last week in the new Disney film, Toy Story.

The toy - a plastic potato with removable eyes, noses and ears - isn’t the only Hasbro product to appear in the computer-animated movie.

The film, about a roomful of toys that come to life, also features such Baby Boomer favorites as Battleship, Candy Land, Mousetrap, Parcheesi, Life, Scrabble and Tinkertoy.

“We think it’s a wonderful film and we think it will increase sales of our core brands,” said Hasbro spokesman Wayne Charness.

Hasbro already has a tie-in toy on the shelves - a new version of Mr. Potato Head, which retails for about $10.

“As far as the marketing goes, it’s one of many ways they can refresh these franchises,” said Karen Raugust, executive editor of The Licensing Letter.

The Baby Boomer toys especially should appeal to parents who take their kids to see the movie, Raugust said. That could mean classic Hasbro games and toys under the Christmas tree, she added.

Hasbro isn’t the only company betting heavily on Toy Story.

As with Lion King and Pocahontas, families will be able to buy everything from sheets to shoes featuring the animated toys from the film.

The marketing push for the movie includes tie-ins with Burger King, Nestle, Frito-Lay, Coca-Cola’s Minute Maid brand and Payless ShoeSource. Miami-based Burger King is spending a record $45 million as part of a $200 million promotional campaign around the film’s Thanksgiving eve release.

To meet demand, the company has 35 million toys ready to include in its Kids Meals and another 15 million puppets that can be purchased for $1.99 with any Value Meal. It’s the fast food chain’s biggest promotional tie-in ever.

Hasbro isn’t launching any new advertising to tie into the movie - but it may not have to.

In addition to appearing on Toy Story movie posters, Mr. Potato Head is visible on Nestle’s Toy Story candy bar and is one of a half dozen toys Burger King will drop into its Kids Meals this month.

The toy also appears in Burger King’s TV commercials for its Kids Meals tied to the film.

“It’s pretty cost effective for Hasbro,” Raugust said. “They didn’t initiate it … yet they’re getting a boost.”

Disney paid Hasbro to use its toys in the film. And Hasbro will get a royalty based on the number of Mr. Potato Head meals Burger King sells.

That’s a sweet deal for Hasbro, which expects to see sales on all of its classic games and toys increase.

The movie, which uses new computer technology animation, is the first full-feature film produced by Pixar, owned by Apple Computers founder Steven Jobs.

Mr. Potato, created 43 years ago, is no small potato in the film.

But Hasbro has some competition, even in Toy Story.

The film’s breathless chase sequence uses a Hot Wheels toy, made by Hasbro rival, Mattel. And a timid T-Rex may have the best line. When he’s asked about his origins, he replies he’s from Mattel - by way of a leveraged buyout.