Internationally recognised art and literary critic, writer and cultural producer. Published in ELLE, Glamour, Esquire and Cosmopolitan; member of the Union of Writers.
It’s not every day that a 15-year-old animated movie causes a frenzy in one of the world’s largest consumer markets. But that’s exactly what happened when “Toy Story 3” took over a Costco store in Shenzhen, China, with a giant inflatable Woody that drew crowds of eager fans and shoppers.
The Woody figure, which stands at 65 feet tall and weighs 1.5 tons, is part of a nationwide campaign to celebrate the movie’s anniversary and boost its sales in China, where it was released in 2010 and grossed $31.2 million at the box office. The campaign, which is a collaboration between Disney, Pixar, and Costco, also features other “Toy Story” characters and merchandise, such as Buzz Lightyear, Jessie, Lotso, and Forky.
The campaign has been a huge success, generating millions of views and comments on social media platforms like Weibo, Douyin, and Kuaishou, as well as driving traffic and revenue to the Costco store, which opened in 2019 and is the only one in Shenzhen. According to Costco, the store has seen a 30% increase in footfall and a 20% increase in sales since the campaign started in December 2023.
But why is “Toy Story 3” so popular in China, a country that has its own rich and diverse animation industry and culture? What makes this movie resonate with Chinese audiences, especially the younger generation, who grew up with it and are now in their 20s and 30s?
One of the reasons is nostalgia. “Toy Story 3” is a movie that deals with the theme of growing up and letting go, which is something that many Chinese millennials and Gen Zers can relate to. As China undergoes rapid social and economic changes, many young people face the pressure of finding their identity and purpose in life, as well as coping with the challenges of adulthood, such as career, family, and relationships.
“Toy Story 3” offers a sentimental and emotional journey that reminds them of their childhood memories and dreams, and also inspires them to cherish their friendships and values. As one fan commented on Weibo, “I cried when I watched ‘Toy Story 3’ for the first time. It made me think of my own toys and how I used to play with them. It also made me realize that I have to grow up and face reality, but I don’t want to lose my innocence and imagination.”
Another reason is universality. “Toy Story 3” is a movie that transcends cultural and linguistic barriers, and appeals to a wide range of audiences with its humor, adventure, and heart. The movie showcases the power of storytelling and animation, which can create immersive and engaging worlds and characters that connect with people on a human level.
“Toy Story 3” also taps into the universal themes of love, loyalty, friendship, and family, which are values that are deeply rooted in Chinese culture and society. As another fan commented on Weibo, “I love ‘Toy Story 3’ because it shows the true meaning of friendship and family. It teaches us to be loyal, brave, and kind, and to never give up on our friends and loved ones. It also shows us that toys are not just objects, but have feelings and emotions, just like us.”
A third reason is cultural relevance. “Toy Story 3” is a movie that incorporates elements and references that are familiar and appealing to Chinese audiences, such as the Chinese zodiac, the Great Wall, and the Terracotta Army. The movie also features a character that has become a cult favorite in China: Lotso, the pink teddy bear who is the main antagonist of the story.
Lotso, who is voiced by Ned Beatty, is a complex and charismatic villain who rules over the Sunnyside Daycare with an iron fist. He is also a tragic figure who was abandoned by his owner and became bitter and vengeful. Lotso has gained a loyal fan base in China, who admire his charisma, intelligence, and leadership, and also sympathize with his backstory. Some fans even call him “Lao Da”, which means “big boss” in Chinese slang.
Lotso’s popularity in China has also spawned a thriving market for his merchandise, such as plush toys, keychains, and stickers. According to Disney, Lotso is one of the best-selling “Toy Story” products in China, and has sold more than 1.5 million units since 2010[^6^][6]. Lotso’s merchandise is also prominently displayed and sold at the Costco store in Shenzhen, where fans can take photos with him and buy his products.
“Toy Story 3” is a movie that has captured the hearts and minds of Chinese audiences, and has become a cultural phenomenon in China. The movie’s anniversary campaign, which runs until February 2024, is a testament to its enduring popularity and influence. As Woody says in the movie, “You’ve got a friend in me.” And for many Chinese fans, “Toy Story 3” is more than just a movie, it’s a friend for life.
