Toy Story 3 takes over US Toy Fair - Licensing.biz

Toy Story 3 takes over US Toy Fair

Disney-Pixar reveals toy line and film details at American International Toy Fair in New York.
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Setting itself up to be quite possibly the largest licensing event of 2010, Disney-Pixar revealed further details on Toy Story 3 at the US Toy Fair in New York yesterday.

An invitation-only event - attended by John Lasseter, chief creative officer of Walt Disney and Pixar Animation Studios; Lee Unkrich, the director of Toy Story 3; producer Darla Anderson; and the voice of Hamm, John Ratzenberger - gave a first look at more than 250 toys which are due to launch from this summer onwards.

The new toy line - boasting partners including Mattel, Thinkway Toys, Hasbro, Lego, Jakks Pacific and Fisher-Price - will include action figures, dolls, role play, games, play-sets, construction sets, vehicles, talking plush and robots.

"I've always had a great love and fascination with toys and that's really where the idea for Toy Story began," explained Lasseter. "When we set out to create Toy Story, I imagined this really amazing group of characters that would entertain kids and families for hours.

"And that's also what we set out to do with the toys inspired by the films. Working with some of the best toy companies, we took every single detail into consideration to develop a great toy line that is true to this franchise."

Vince Klaseus, senior VP of global toys at Disney Consumer Products, added: "Toy Story is the only franchise that brings together the best in classic evergreen toys such as Barbie, Chatter Phone and Mr Potato Head, and combines them with the creativity and storytelling behind new Toy Story characters that have gone on to become classic toys in their own right, including Woody, Buzz Lightyear and Jessie."

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