Client
Disney

Agêncy
Leo Burnett Tailor Made

Role
Concept & Art Direction

Media
Product

Marvel Toy Movies.

ear after year, DVD and Blu-Ray sales have been decreasing all over the world. Among many, there are two main factors that cause this scenario: the exponential growth of piracy and the increasing offer of on-demand content for TVs and personal computers. On the other hand, fans’ passion for movie characters remains unshaken. In 2012 alone, over US$100 billion was spent on movie related merchandise.

 With that in mind, we decided to fight the crisis by developing a completely new way of watching films, much more connected to the current habits of our fans. That’s how we came up with Toy Movies. Marvel action figures were transformed: part of their bodies received a removable USB flash drive loaded with the corresponding movie in full HD and exclusive content. Everything highly encrypted.

 Toy Movies is definitely not about selling new products. It’s about reframing the act of buying physical movies again. More than that. It’s about putting Disney/Marvel to play their roles as the global entertainment leaders.Soon, your DVD library will become a great multimedia toy library.