What it had to solve
A global immersive campaign for the release of Toy Story 5, in partnership with Disney and Pixar, that could flex to resonate with audiences in each market.
How it works
PR agency The Romans led the campaign from concept to execution, developing the global creative platform and overseeing hero markets; Niche Experience managed UK production and built a global creative toolkit for tailored local versions. Each pop-up was a retro-inspired pizza arcade transporting fans into the Toy Story universe, with limited-time Toy Story 5 pizzas — Space Ranger Roni, Sheriff's Roundup and Reach for the Pie — plus exclusive packaging, collectibles and merch.
What it did
Four pop-ups opened in major cities including London, Seoul, Madrid and Los Angeles for the film's debut, with Disney's partnerships EVP framing the tie-up as bringing 'this iconic experience off the big screen and into fans' everyday lives'.
Background
For the debut of Toy Story 5, Papa Johns partnered with Disney and Pixar to bring Pizza Planet — the sci-fi pizzeria first introduced in Toy Story in 1995 — to life for the first time, as a series of immersive pop-up experiences across the globe.
Four unique activations opened in major cities including London, Seoul, Madrid and Los Angeles, each designed as a retro-inspired pizza arcade that transported fans into the Toy Story universe with games, prizes, collectibles and easter-egg surprises celebrating the new film, alongside plenty of free limited-edition pizzas.
The Romans, Papa Johns' international PR and social agency, led the campaign from concept to execution and built the global creative platform; Niche Experience managed UK production and developed a global creative toolkit that saw tailored executions across markets. The menus carried limited-time Toy Story 5 pizzas — Space Ranger Roni, Sheriff's Roundup and Reach for the Pie — with exclusive packaging, collectibles and merch for pizza lovers and Toy Story fans alike.
Why it lands
Pizza Planet has decades of accumulated fan imagination — the creative director's point that its 'lore' lived in people's heads meant recognition was instant at the door.
Film tie-ins work best when the brand and the movie share an object: a pizza chain gets to be the pizzeria from the film, not a sticker on the poster.
A global creative toolkit with local tailoring let four markets open at once without flattening the execution into sameness.
What you can take
A brand's fictional twin — a pizzeria that existed only inside a movie — is ready-made experiential IP: the set design, the nostalgia and the menu write themselves.
Since then
The pop-ups ran across London, Seoul, Madrid and Los Angeles around the film's 2026 release; LBB documented the campaign and quotes from Papa Johns' international SVP Chris Lyn-Sue and Disney's Lylle Breier.
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