Westfield Rise expands Disney and Pixar’s Toy Story 5 activity across Westfield London and Stratford City
Westfield Rise, the in-house media agency of Unibail-Rodamco-Westfield (URW), has launched the second phase of its Toy Story 5 inspired experiential activity, extending across both Westfield London and Westfield Stratford City during the peak summer holiday period. Toy Story 5 is continuing to play in cinemas, having crossed the $1 billion global box office mark.
The latest phase introduces Bonnie’s Playtime, an immersive family experience running at Westfield London until 9th August and Westfield Stratford City until 31st 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 and The Disney Store and features interactive play zones, hands-on experiences and shareable content moments.
The initial Toy Story activation launched at Westfield London in June and involved a series of Gen Z fan focused experiences. Visitors took part in interactive challenges including a claw machine photo opportunity, a Disney Lorcana card themed spin to win game with prizes and access to archived Toy Story content.
Mel Lalou, Director of Westfield Rise, Northern Europe, says: “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.”
2026 RTIH Innovation Awards
Retail media will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
