technology & culture•Sat, August 22, 2026•4 min read

Inside Mattel: How the Next Generation of 'Toy Story' Figures Comes to Life

Mattel designers have spent two years bridging the gap between digital and analog worlds to create the latest Toy Story 5 toy line. Working closely with Disney-Pixar, the team developed these figures by analyzing the film's core themes rather than relying on final footage.

Designing Without a Map

At Mattel’s design and product development center in El Segundo, California, the creative process behind the upcoming Toy Story 5 product line began long before the film was complete. In a unique twist for the toy industry, designers Kristen Sanzari and Baxter Crane were tasked with bringing the franchise's newest characters to life while the movie was still under strict secrecy.

Rather than relying on visual references from the film, which Disney-Pixar kept under a heavy veil of confidentiality, the design team worked from scripts and conceptual briefs. The designers saw barely 10 seconds of actual footage, forcing them to lean on their deep understanding of the Toy Story legacy to ensure brand consistency.

Prototypes of the Woody and Jessie characters at the Handler Team Center in El Segundo, California.

The Digital-Analog Bridge

The fifth installment of the saga introduces a distinct narrative focus on the interplay between technology and the physical world. Nick Karamanos, Mattel’s senior vice president for action figures, noted that the film’s message centers on the friction and harmony between digital and analog environments.

Collaboration begins early, with Disney sharing the film’s narrative message.
Designers iterate on physical prototypes as the film's storyline evolves.
The new product line is explicitly designed to represent the digital-analog thematic shift.
Decades of franchise history allow for character development even with limited visual previews.

The fifth film is basically about technology, about the digital and analog worlds. So, we understood the importance of how to represent the new character.
— Nick Karamanos, Mattel Senior VP for Action Figures

Manufacturing Modern Icons

Bringing a character from a script to a store shelf is a multi-year investment. At the El Segundo facility, the last two years have been dedicated exclusively to this new line. The process involves constant coordination with Disney to ensure that as changes are made to the film's characters, the physical toy counterparts are updated to match.

This level of integration is essential for maintaining the 'Toy Story' magic. By focusing on the fundamentals of the characters—who they are, how they move, and what they represent—Mattel ensures that their latest line of action figures resonates with fans who are expecting the same quality and character authenticity seen in previous films.

Key Takeaways

Mattel developed the Toy Story 5 line based on scripts and thematic concepts rather than finished film footage.
The new toy line focuses on the central theme of the movie: the intersection of digital and analog technology.
Designers like Kristen Sanzari and Baxter Crane have been working on the line for over two years.
Mattel maintains close cooperation with Disney-Pixar to ensure toys are updated alongside the film’s development.
The El Segundo, California, facility serves as the hub for these collaborative design efforts.

FAQ

How do designers work on toys without seeing the finished movie?

Designers utilize scripts and direct thematic briefs provided by the studio to understand character essence without needing final visual assets.

What is the theme of the new Toy Story 5 toys?

The new line is centered on the film's exploration of the digital versus the analog world.

Where is the Mattel design center located?

The product development and design center is located in El Segundo, California.

How long has the Toy Story 5 line been in development?

Mattel has dedicated approximately two years to the development of this specific product line.