In support of Toy Story 4’s China release, we designed a fun, interactive WeChat H5 game themed around a road trip, similar to the movie plot.
To build hype ahead of the release, the game features five characters from the film. The game begins with players choosing a character that best fits them. On the ‘character selection’ screen, descriptions of each toy’s personality and motives give fans a sneak peak of what to expect from the forthcoming movie. After choosing a character, players can then share a character poster on their WeChat circle and invite friends to help assemble a full five-person team. Players can also accept a friend’s invitation to join an existing team.
Those who’ve successfully assembled full five-person teams were entered into a raffle for a chance to win a Toy Story-themed vacation getaway.
Aside from the H5 game, we also designed a stop-motion with stuffed-toy versions of the film’s main characters, working alongside renowned Chinese TV host He Jiong to create a Mandarin-language cover of the film’s theme song. The Chinese lyrics—written with the graduation season in mind—are a celebration of enduring friendships that are able to stand the test of time and distance after college.