How CPG brands use IP collabs to win new customers on Amazon. Toy Story 5 opened to $312M globally and CPG brands with IP collabs are converting new customers fast. Here is what your Amazon partner should be doing. Eleviam Team Amazon & TikTok Shop Specialists IP licensing is now a serious customer acquisition channel for CPG brands. Toy Story 5 opened to $312 million globally in its first three-day weekend, and CPG brands that planned ahead are sitting on some of the most conversion-ready limited edition product lines of the summer. Dr. Squatch, SmartyPants, Simple Modern and Away all moved early, tying licensed SKUs to one of the highest-grossing Pixar releases in history. The brands doing this well are not just slapping a character on a label. They are engineering a multi-touchpoint acquisition funnel that runs straight through Amazon and TikTok Shop. If your brand is doing $75K or more per month on Amazon and you are watching this trend from the sidelines, you are leaving a measurable amount of new customer revenue on the table. Here is what separates the brands capturing that revenue from the ones who will restock plain packaging in September wondering why Q3 underperformed. What the Barbie and Wicked playbooks actually proved. The Barbie movie in summer 2023 generated over 100 brand collabs across apparel, beauty and personal care. Wicked and its sequel Wicked: For Good produced more than 400 brand partnerships and over $330 million in media and promotional value, with roughly 28 billion impressions in the first few months. Those numbers are not marketing fluff. They represent real shelf velocity, real search volume spikes and real new customer data flowing into brand accounts. P&G understood this. Gain laundry detergent and Dawn PowerWash both carried licensed Wicked packaging and participated in a 360-degree campaign that extended far beyond the product itself. These were not novelty plays. They were structured acquisition programs with measurable return on ad spend tied to incremental category buyers. The brands that won during those windows shared one trait: they treated the IP partnership as a full-funnel commercial event, not a branding exercise. What a strong operator should be doing with your IP drop. When Dr. Squatch launched its Toy Story 5 collection in May, including three soaps and two deodorants like the Woody-inspired Howdy Hero scent blending snake root extract with desert sage, warm vanilla and leather, the goal was explicit new customer acquisition. Their director of brand marketing described IP partnerships as a Trojan horse with new audiences. That framing is exactly right, and it tells you something important about how to evaluate whether your Amazon partner knows what to do with a moment like this. A strong operator should be executing all of the following around an IP drop: * New ASINs built with franchise-specific keyword architecture targeting both the IP audience and your existing category buyers * A+ Content and Brand Story modules updated to reflect the collab creative within 48 hours of launch * Sponsored Products and Sponsored Brands campaigns segmented by audience intent, buyers searching for the IP, buyers searching for the product category and existing brand loyalists * A DSP or video campaign targeting the demographic cohort most likely to convert, in this case millennial parents who grew up with Toy Story and are now buying personal care and household products * TikTok Shop integration for the limited edition SKUs, with creator seeding timed to opening weekend and the weeks following If your current agency is not building a go-to-market plan that covers all of these vectors before a licensed product ships, you are funding a missed opportunity. The multi-generational angle is a specific targeting advantage. SmartyPants launching its first-ever licensed tie-in with Toy Story 5 branded packaging for Kids Multi and Omegas is a signal worth paying attention to. The brand did not treat this as a single SKU swap. It launched a full campaign called Fuel Their Imagination spanning social media, retail shelves, online video, podcasts and streaming video. That is a brand thinking about the licensed moment as a traffic driver across every channel where its buyer exists. Simple Modern tied its Toy Story themed lunchboxes and water bottles directly to back-to-school season, compressing two major commercial events into one purchase decision. That kind of calendar intelligence is what your Amazon and TikTok Shop partner should be bringing to every major cultural moment, not just the ones you flag yourself. The multi-generational nature of Toy Story specifically creates a rare targeting condition. You can reach millennial parents through nostalgia-driven creative while simultaneously converting their children as the primary user. That dual audience structure means your ROAS calculation on advertising spend has to account for longer lifetime value, not just first purchase return. What separates Good partners from bad ones during a trend window. Trend windows on Amazon and TikTok Shop are narrow. Search volume for a movie-driven collab peaks in the first two to four weeks post-release and decays faster than most brands expect. The brands that capture the most incremental revenue are the ones whose operator had the catalog, creative and campaign structure live before the cultural moment peaked. Three things reveal whether your partner is built for this kind of execution. First, do they have a process for identifying cultural moments 60 to 90 days in advance and building commercial plans around them. Second, do they control enough of your Amazon account infrastructure to move quickly without waiting for approvals on every asset. Third, do they have TikTok Shop creator relationships that can be activated in days rather than weeks. Eleviam manages Amazon and TikTok Shop as a connected system, not two separate channels. When a brand brings a licensed SKU or a limited edition drop, the commercial plan runs across both platforms with aligned inventory positioning and coordinated ad spend. That alignment is what turns a cultural moment into a Q3 revenue event rather than a footnote in a post-mortem. Running $75k+/month on Amazon or TikTok Shop? Book a free 30-minute audit call and Eleviam, Inc.'ll show you exactly where the margin is leaking.

Latest beauty news. Dr. Squatch becomes Official Sponsor of FIFA World Cup 2026(TM), launching limited-edition soap and fan sweepstakes. Natural men's grooming brand marks entry into global sports sponsorship with Golden Glory soap release and ticket giveaway to World Cup Final LOS ANGELES, June 5, 2026 /PRNewswire/ - Dr. Squatch, the #1 natural men's personal care brand in the U.S., today announced its partnership as an Official Sponsor of the FIFA World Cup 2026(TM), marking the brand's first major global sports sponsorship. To kick off the partnership, Dr. Squatch is releasing Golden Glory, a limited-edition bar soap, and launching a sweepstakes offering fans a chance to win tickets to the FIFA World Cup 2026(TM) Final in New York City on July 19. "This partnership represents a major milestone for Dr. Squatch as we expand into global sports marketing," said John Ludeke, Chief Brand Officer at Dr. Squatch. "The FIFA World Cup is the world's most-watched sporting event, and this sponsorship allows us to connect with fans during a cultural moment that bridges sport, national pride and daily rituals." The Golden Glory bar features notes of bergamot, fresh cotton, leather and fresh woods, and is crafted with Dr. Squatch's cold process formula using ingredients including coconut oil, shea butter and kaolin clay. The product is over 98 percent natural origin and formulated without parabens, sulfates, phthalates or silicones. Golden Glory is available now as an individual bar ($8) and in the Golden Glory Hat-Trick Three-Pack ($24) at Dr. Squatch and Amazon while supplies last. Dr. Squatch is also giving fans the chance to win the ultimate FIFA World Cup 2026(TM) experience through the Dr. Squatch FIFA World Cup 2026(TM) Sweepstakes. The grand prize includes two tickets to the FIFA World Cup 2026(TM) Final, a four-night hotel stay in New York City and a $1,600 travel stipend. Additional prizes include two tickets to the FIFA World Cup 2026(TM) Semi-Finals, gaming console packages, and product vouchers. Fans can enter at www.drsquatch.com/pages/worldcup26. The FIFA World Cup 2026(TM) will take place across the United States, Canada and Mexico from June 11 to July 19, 2026. About Dr. Squatch Dr. Squatch, the #1 natural men's personal care brand in the U.S., is known for raising the bar on grooming with its cold process soaps, natural body wash, deodorants, hair care, and more. Made in the USA and free from harsh ingredients, Dr. Squatch helps guys level up their routine with high-performance natural products and manly, long-lasting scents. With bold marketing and a loyal community, Dr. Squatch continues to lead the way in natural personal care innovation for the modern man. Feel Like a Man, Smell Like a Champion. Discover more Hygiene & Toiletries Skin & Nail Care SOURCE Dr. Squatch

Dr. Squatch and Jukebox team up with Disney and Pixar for Toy Story 5-inspired soap and deodorant. PR Newswire Yesterday at 11:00am PDT The new grooming collection brings Woody, Buzz Lightyear, and Jessie to your daily routine ahead of the film's highly anticipated release in theaters June 19 LOS ANGELES, May 15, 2026 /PRNewswire/ - Dr. Squatch and Jukebox are heading to infinity and beyond with their first-ever joint collaboration: a limited-edition drop with Pixar inspired by Toy Story 5. The new collection, featuring natural grooming essentials designed to upgrade your routine, is inspired by three of the franchise's most iconic characters - Woody, Buzz Lightyear, and Jessie. Known for turning everyday hygiene into a cultural moment, Dr. Squatch continues its run of headline-making collaborations with one of the most beloved animated franchises of all time. The Toy Story 5-inspired collection introduces three bar soaps and two deodorants, each crafted with naturally-derived ingredients and signature scents that bring the characters to life in an entirely new way. * Howdy Hero: Inspired by Woody, this light-grit bricc from Dr. Squatch is crafted with Snake Root Extract, featuring notes of desert sage, warm vanilla, and worn-in leather for a scent that channels the spirit of a classic cowboy. Also available in deodorant, powered by charcoal and arrowroot to fight odor at the source. * Cosmic Captain: Inspired by Buzz Lightyear, this zero-grit bricc from Dr. Squatch is infused with Evening Star Oil, blending crisp pear, creamy fig, and cedarwood for a fresh, space-ready scent worthy of a true Space Ranger. * Cowgirl Courage: Inspired by Jessie, this zero-grit bricc from Jukebox features Horsetail Extract, combining bright citrus, juicy fruit, wildflowers, and sandalwood for a bold, adventurous fragrance. Also available in deodorant with charcoal and arrowroot for all-day protection. "Toy Story is one of the most iconic franchises in the world, and these characters have stood for adventure, loyalty, and courage for decades," said John Ludeke, Chief Brand Officer at Dr. Squatch. "This collaboration is about bringing that same energy into your everyday routine, whether you're leading the charge like Woody, exploring new frontiers like Buzz Lightyear, or showing up with fearless confidence like Jessie." The collection is available in multiple bundle options, including the Toy Story 5 Trio ($24), 5-Pack ($48.45 one-time purchase / $40 for subscribers), Woody & Buzz Lightyear 3-Pack ($29.50) and the Cowgirl Courage Duo ($21.50). Individual bars ($8) and deodorants ($13.50) are available exclusively for subscribers. Shop now at Dr. Squatch, Jukebox, and on Amazon, while supplies last. In addition to the product launch, Dr. Squatch is partnering with Fandango to bring fans even closer to the action. From May 11 through July 3, customers who spend $10 on participating Dr. Squatch products will receive a $5 Fandango promo code toward a ticket to Toy Story 5 (while supplies last). About Dr. Squatch Dr. Squatch, the #1 natural men's personal care brand in the U.S., is known for raising the bar on grooming with its cold process soaps, natural body wash, deodorants, hair care, and more. Made in the USA and free from harsh ingredients, Dr. Squatch helps guys level up their routine with high-performance natural products and manly, long-lasting scents. With bold marketing and a loyal community, Dr. Squatch continues to lead the way in natural personal care innovation for the modern man. Feel Like a Man, Smell Like a Champion. About Jukebox Jukebox, the natural women's personal care brand born from the team behind Dr. Squatch, is redefining what clean body care looks and feels like for women. With cold process soaps, aluminum-free deodorants, hydrating body mists, and nourishing lotions, every product is 98-100% natural in origin and free from parabens, sulfates, and phthalates. Made in the USA with meticulously crafted ingredients and scents designed to turn your daily routine into a transportive sensory experience, Jukebox is where clean meets crave-worthy. Girl-coded. Scent-forward. Unapologetically you. About Disney and Pixar's Toy Story 5 The toys are back in Disney and Pixar's Toy Story 5, and this time it's Toy meets Tech. Woody (voice of Tom Hanks), Buzz Lightyear (voice of Tim Allen), Jessie (voice of Joan Cusack) and the rest of the gang's jobs are challenged when they come face-to-face with Lilypad (voice of Greta Lee), a brand-new tablet device that arrives with her own disruptive ideas about what is best for their kid, Bonnie. Will playtime ever be the same? Toy Story 5 is directed by Academy Award(R) winner Andrew Stanton, co-directed by Kenna Harris, produced by Lindsey Collins and written by Stanton and Harris. The film features an original score by Oscar(R) winner Randy Newman, who returns to score his fifth "Toy Story" feature. Toy Story 5 releases exclusively in theaters June 19, 2026. SOURCE Dr. Squatch This is a paid placement. For further inquiries, please contact PR Newswire directly.