Westfield Rise, the in-house media agency of Unibail-Rodamco-Westfield (URW), has launched the second phase of its integrated “Toy Story 5”-inspired experiential The latest phase introduces Bonnie’s Playtime, an immersive family experience running at Westfield London until 9 August and Westfield Stratford City until 31 August. The activation is supported by a multi-channel media campaign delivered through Westfield Rise, combining experiential, digital out-of-home, social, CRM and destination marketing channels to engage family audiences before, during and after their visit.
Bonnie’s Playtime brings together LEGO®, Mattel, Funko, Simba & The Disney Store in a multi-brand collaboration inspired by the world of “Toy Story 5”. Featuring interactive play zones, hands-on experiences and shareable content moments, the campaign showcases how entertainment and consumer brands can use retail destinations as media platforms, connecting with audiences through multiple touchpoints within a single environment.
The expanded programme builds on an initial “Toy Story” activation launched at Westfield London in June, which transformed the destination with a series of Gen Z ‘fan’ focused experiences. Visitors took part in interactive challenges including a claw machine photo opportunity, a Disney Lorcana
Through the combination of immersive experiences and Westfield Rise’s onsite media network and destination marketing channels, the campaign demonstrates how brands can amplify storytelling, extend reach and drive deeper audience engagement across the customer journey.
Mel Lalou, drector of Westfield Rise, Northern Europe, said: “‘Toy Story’ is one of the world’s most recognisable and beloved entertainment franchises, making it a powerful example of how brands can connect with audiences through immersive storytelling. Our partnership with Disney demonstrates the strength of combining retail media, experiential environments and integrated communications to create cultural moments that resonate with customers both on-site and beyond.
Through Westfield Rise, we’re able to offer partners access to a unique ecosystem of media, content, events and high-footfall destinations, enabling campaigns that move beyond awareness to deliver genuine engagement. The ‘Toy Story 5’ campaign showcases how brands can use our platform to connect with families at scale during one of the most important trading periods of the year.”
The campaign highlights the growing role of retail destinations as media and experience platforms, enabling brands to build deeper consumer connections through a combination of physical environments, audience reach and cultural relevance. Through its collaboration with Disney, Westfield Rise has demonstrated how integrated retail media solutions can transform major entertainment launches into impactful, multi-channel consumer experiences.
