Talking toys are a massive income generator – and not just at the box office.

The hugely popular Disney and Pixar animated film franchise Toy Story has generated an estimated $US51 billion ($A73 billion) in global economic activity over the past three decades, according to a new independent study.

The enduring appeal of the movies is attributed partly to their multi-generational appeal, with Disney-commissioned study released as the latest film in the franchise – Toy Story 5 – dominates the box office.

“This is our No. 1 animated franchise,” Variety quoted Disney chief brand officer Asad Ayaz as saying.

“I don’t think there’s many other franchises that have been embraced by audiences and critics over the course of three decades.

“People who were kids when the first movie came out are taking their own children to the new Toy Story.”

The economic benefit figure takes account of everything from box-office income, streaming, merchandise sales (clothing, dolls and games) and theme park attractions, to the revenue generated for suppliers and services providers in related industries.

 

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The first Toy Story film premiered in 1995, introducing a cowboy doll named Woody (voiced by Tom Hanks), who became jealous when spaceman action figure Buzz Lightyear (Tim Allen) replaced him as owner Andy’s favourite toy.

Four more films later, interest in the franchise shows no sign of abating, with the new Toy Story 5 dominating the global box office and generating more than $US880 million ($A1.3 billion) since its release last month.

The franchise also remains Disney+’s most-streamed film series.

Consultancy Steward Redqueen, which conducted the economic activity study, estimated that Disney’s direct economic benefit from Toy Story was around $US16.2 billion ($A23.1 billion) through merchandise, cinema admissions and home entertainment.

That figure exceeds the combined $US15.4 billion ($A22.0 billion) the company spent acquiring Pixar, Marvel and Lucasfilm.

The overall $US51 billion figure also factors in revenue linked to manufacturing, transportation, tourism, retail, utilities and theme park attractions inspired by the franchise, with Steward Redqueen estimating that almost $US25 billion ($A36 billion) came from the United States – especially California and Florida, where the Disney theme parks are located.

@disneyparks The most rootin’est, tootin’est hotel at Shanghai Disney Resort #ToyStory #Jessie #ToyStory5 #Pixar #DisneyParks ♬ original sound – Disney Parks

In terms of Toy Story’s multi-generational audience, the study found millennials had driven the greatest economic impact (74 per cent), followed by Gen Z (19 per cent) and Gen Alpha (7 per cent).

In the latest film, Buzz, Woody and the gang face disruption from a new tablet device named Lilypad, with Allen and Hanks still voicing the main characters.

“I don’t know how they do it, but it is a vibrant and proper chapter in the Toy Story canon,” Hanks said recently, ahead of the film’s release.

“None of us can believe that we’re still a part of it.”

As for the likelihood of a Toy Story 6, Ayaz told Variety he would “leave that up to the Pixar team”, adding:

“I hope there is more.”

–with AAP