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Amazon Ads Brand Innovation Lab × Disney·Pixar

Toy Story 5 Smart Playroom

Bonnie's bedroom, built at the epicenter of opening weekend.

Families fill the Smart Playroom, seen from above: an oversized bed, the LilyPad wall and a giant Echo DotWatch the sizzle on YouTube ↗
The Toy Story 5 Smart Playroom. A YW3 short film.Film
Where
AMC Plaza, Westfield Century City, Los Angeles
When
June 19 and 20, 2026
Pillars
Experiential, Premium Storytelling

The brief

To promote Disney·Pixar's Toy Story 5, Amazon Ads Brand Innovation Lab partnered with YW3 to bring Bonnie's bedroom to life at Westfield Century City through the Smart Playroom, a two-day, 2,000 sq ft immersive experience blending hands-on play, interactive technology and real-world fan engagement.

Timed to the film's opening weekend, YW3 transformed AMC Plaza into a walk-in playroom powered by Amazon, creating a destination where families could step inside the world of Toy Story and play together.

The results

  • ~25,000fans across two days
  • 3,880LilyPad taps across the two-day run
  • 5,000+custom stickers designed and printed on Fire tablets
  • 700+kids across 30+ Alexa storytime sessions
  • 130K+mall foot traffic during the weekend, 20% above typical
  • 7,000+Toy Story 5 posters given away

A 2,000 sq ft playroom helped turn opening weekend into a hands-on destination for families.

The idea

Turn screen time into real-world play.

Rather than build an experience around passive viewing, YW3 created a physical world designed for participation.

Families entered an open, non-stanchioned recreation of Bonnie's bedroom where tactile play and Amazon technology worked together: a giant Echo Dot powered music and Alexa-led storytime, Fire tablets let kids create personalized keepsake stickers, and an interactive LilyPad LED wall turned digital interaction into physical play.

The platform

YW3 delivered the experience from strategy through execution, including creative strategy, spatial design, creative technology, permitting, logistics and production.

The 2,000 sq ft environment combined recognizable Toy Story world-building with interactive technology, personalized takeaways and live programming, creating multiple reasons for families to enter, engage and stay.

YW3 role

Strategy · Experience Design · Spatial Design · Creative Technology · Production · Permitting · Logistics

A drone view of the larger-than-life Toy Story 5 build
A walk-through of the fan engagement areas
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