Disney Adds Taylor Swift to Its Toy Story 5 Launch Strategy

Disney and Pixar are bringing Taylor Swift into the loop to keep Toy Story 5 at the center of the conversation before opening weekend.

The 14-time Grammy winner has announced a new original song, "I Knew It, I Knew You," inspired by Jessie’s continuing story arc.

Written and produced by Swift alongside Jack Antonoff, the track was created specifically for Toy Story 5, and arrives on June 5 ahead of the film's theatrical release on June 19.

Apart from being just another soundtrack addition, the collaboration creates an opportunity to tap into one of the world's most engaged fan communities.

All while introducing the film to audiences who may not have been actively following the franchise's return.

According to director and screenwriter Andrew Stanton, Swift immediately connected with the character's emotional journey.

"It’s incredible just how meaningful it’s been having Taylor write and perform this song," Stanton said.

He added that the song felt so connected to the franchise that "on first listen, it instantly felt like it had always belonged there, like a long-lost family member."

"It was kismet," he added. 

The release also arrives at a moment when entertainment companies are increasingly trying unconventional ways to market movies.

Studios have moved past solely trailers and television spots, and are partnering with artists whose audiences can generate attention across streaming platforms, social media, and media channels.

For Disney, it's another high-profile brand partnership tied to Toy Story 5 as the company ramps up promotion ahead of release.

Before the First Note

The campaign began long before today's announcement.

Over the weekend, mysterious "TS" billboards appeared across key locations, including:

• Los Angeles
• Chicago, Dallas
• San Francisco
• Toronto
• Mexico City
• London

The initials worked on two levels, referencing both Toy Story and Taylor Swift, encouraging speculation among fans online before the collaboration was officially revealed.

Disney and Swift's teams amplified the buildup through a Toy Story 5-themed countdown on Swift's website, alongside additional billboard placements in New York and Los Angeles.

Beyond streaming platforms, Swift's team is also introducing three exclusive CD editions featuring the soundtrack version, an acoustic version, and a piano version for fans to collect.

Overall, the campaign benefits both sides.

Disney gains access to Swift's global reach, while Swift gets a major cultural platform for new music.

The collaboration arrives shortly after the history-making success of "The Life of a Showgirl," keeping Swift's name on top of the charts.

The Swift Effect

Taylor Swift is one of the biggest names in pop music and the first artist in history to have a concert tour earn more than $1 billion.

But feats like this wouldn't have been achieved without a dedicated fanbase; one that brands and entertainment platforms could leverage.

The Toy Story 5 campaign highlights how studios can use artist collaborations to grow their audience from traditional moviegoers to dedicated fan communities like Swifties:

• Build anticipation before the announcement. The cryptic TS billboards created speculation that generated attention ahead of the reveal.
• Give fans multiple ways to participate. Countdown experiences, collectible music formats, and soundtrack releases move engagement.
• Connect the collaboration to the story. Making the song an anthem for Jessie makes the partnership feel tied to the film instead of just promotional. 

Perhaps the most important lesson is that fandoms amplify campaigns when they feel invited into the discovery process.

The billboards and countdown announced a song, but also encouraged audiences to solve a puzzle together, making the reveal itself entertaining.

Ultimately, this allowed Disney and Swift to transform a soundtrack announcement into a global conversation.

Our Take: Can Fan Communities Outperform Standard Movie Marketing?

The thing is, Taylor Swift isn't just any other pop star. 

She has one of the most dedicated fan bases worldwide, with people willing to participate in anything the pop star is involved in.

This is what makes Disney's move more than a movie promo. It recruited one of the largest communities in entertainment to help spread the message.

The strongest entertainment partnerships create value for both audiences: Swift fans get new music, while Toy Story fans get a meaningful addition to Jessie's story.

Disney gets a launch campaign with global reach.

And when all three audiences win, the marketing starts carrying itself.

In other news, Papa Johns recently launched its own Toy Story 5 collaboration, using themed pizzas, collectibles, and immersive experiences to connect the film with family movie-night occasions.

Check out our top experiential marketing agencies that design campaigns to spark joy among audiences.