GoGo squeeZ Teams With 'Toy Story 5' for Family Snack Push

Parents who grew up watching Woody and Buzz Lightyear's antics are now sharing these characters with their own kids.

And GoGo squeeZ is betting that this connection can help drive grocery-cart decisions.

The snack brand partnered with Disney and Pixar on limited-edition "Toy Story 5" pouches featuring characters from the upcoming film.

Available at major retailers including Target, Walmart, and Kroger, the custom packaging spans several fruit and fruit-and-veggie varieties.

For the snack brand, the collaboration is about reinforcing its place in family routines with 100% real fruit and vegetable options and no added sugar.

"Toy Story is uniquely cross-generational," Carolina Cespedes Virguez, GM of GoGo squeeZ U.S., told DesignRush.

"We want to be the snack that families naturally reach for when creating new, joyful memories, and this franchise perfectly embodies the magic and playfulness that GoGo brings to snack time."

As brands compete for attention in crowded grocery aisles, familiar characters remain a reliable way to create brand recognition.

One Pouch for Two Generations

The limited-edition co-branded collection includes an assortment of flavors like Apple Banana, Apple Cinnamon, Apple Mango, and Apple Strawberry.

GoGo squeeZ is using the Toy Story collab to build brand awareness, following a long line of family brands that tie products to entertainment franchises.

"A cultural tentpole like Toy Story 5 isn't just a movie; it's a shared event that families bond over," Virguez added.

"By integrating fan-favorite characters onto our pouches, we are extending the magic of the movie into the lunchbox, the minivan, and the playground."

The promotional strategy connects the brand with both Gen Alpha children and nostalgic parents who associate the franchise with their childhood.

It's a tactic that continues to shape family-focused marketing across retail categories.

Licensed Collabs Are Worth Billions

Movie partnerships remain a major business for consumer brands because familiar characters can accelerate recognition and trial.

Global sales of licensed merchandise and services reached $389.8 billion in 2025, up 5.45% year over year, according to Licensing International.

The growth outpaced the broader retail market, signaling continued consumer demand for character-driven products.

Meanwhile, the Entertainment/Characters category generated nearly $162 billion in retail sales, making it the largest segment of the licensing industry.

This helps explain why brands continue to pursue film and television partnerships in retail.

The brand partnership highlights how entertainment IP can shorten the path from awareness to purchase when multiple generations recognize the characters.

• Familiarity reduces hesitation. Brands should choose franchises that parents and children recognize to drive faster purchase decisions.
• Licensing supports strong products. Teams should pair character partnerships with clear product benefits to encourage repeat purchases.
• Attention drives consideration. Marketers should connect health claims to recognizable stories to stand out.

When IP supports an established product proposition, licensed packaging can generate immediate visibility and longer-term customer retention.

Our Take: What Happens After the Movie Ends?

The answer often separates a successful brand partnership from a sugar-high sales bump.

 Licensed characters pull attention faster than any ad, since shoppers already love Woody and Buzz before they spot the pouch.

For GoGo squeeZ, this recognition earns the first purchase from the kid who wants the character and the parent who grew up with the franchise.

The test starts when the Toy Story packaging leaves shelves, and if the movie was the only reason to buy, sales fade with the promotion.

The win is when the collab works as an introduction, getting a no-added-sugar pouch into a cart, then earning the repeat buy on its own.

We'd argue that the real scoreboard is how many families keep reaching for GoGo squeeZ once the movie hype ends.

Similarly, Kellogg's brought back its in-box collectibles ahead of the "Toy Story 5 premiere," reviving a childhood ritual parents can pass down to their kids.

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