Inside Mattel, where the world’s most famous toys come to life: How the ‘Toy Story’ action figures are designed
At the toy company’s design and product development center in El Segundo, California, the last two years have been spent creating the new product line, inspired by the fifth film in the famous Disney-Pixar saga
Mattel, the world's most famous toy company, has designed a new line of toys inspired by the fifth Toy Story film, which premiered in June 2019. These toys, including Buzz Lightyear and Woody action figures, exhibit lifelike behavior such as blinking, turning necks when they speak, and moving their mouths when uttering phrases. These figures can also recognize and interact with each other.
The inspiration for these toys came from the film's storyline, particularly the introduction of LilyPad, a smart tablet character. The design team, consisting of Kristen Sanzari and Baxter Crane, worked on the toys without having seen the film, relying solely on scripts and early story developments. They studied animation together and understood the importance of representing the new character within the context of the film's message about technology bridging digital and analog worlds.
The design process involved ensuring that the toys could blink, move, and communicate in a way that was both lifelike and affordable to manufacture. Over time, technology has become cheaper and more advanced, allowing for the incorporation of infrared technology that enables the figures to communicate like friends in a conversation mode. The ultimate action figures, standing six inches tall and priced around $89, use only one motor to create this realistic interaction.
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