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#1 Campaign June 2026
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#1 Campaign
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Toy Story 5 TS Billboards Tease

PR Campaign
Saturday 30th May, 2026

Pixar (via Disney) used cryptic billboards and a countdown website featuring oversized “TS” letters and 13 clouds to spark fan speculation, then revealed the stunt tied to Taylor Swift contributing an original song, generating widespread earned media about the film and the surprise collaboration.

Why it worked: A staged mystery (ambiguous “TS” billboards + countdown) hijacked Swift’s rabid speculation economy, delivering a timed reveal with exclusive song news.

The lesson: Consider seeding an ambiguous, fan-decodable clue that plausibly points two ways, then time a definitive reveal with an exclusive first asset.

Pixar Disney
28 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
usatoday.com Is Taylor Swift in 'Toy Story 5'? New 'TS' billboards spark theories Saturday 30th May, 2026
billboard.com Is Taylor Swift Involved in 'Toy Story 5'? Fans Decode 'TS' Billboard Saturday 30th May, 2026
vulture.com Is Taylor Swift Toy Story 5’s Mysterious TS? Saturday 30th May, 2026
mogazmasr.com Disney billboards with TS and 13 clouds fuel Taylor Swift Toy Story 5 buzz — Mogaz Sunday 31st May, 2026
tribune.com.pk Pixar fuels Taylor Swift and Toy Story 5 collaboration rumours with cryptic ‘TS’ billboard posts | The Express Tribune Sunday 31st May, 2026
billboard.com Taylor Swift 'Toy Story' Countdown Goes Live on Her Website Monday 1st June, 2026
bbc.co.uk Taylor Swift and Toy Story 5 collab confirmed: How the internet solved the clues Monday 1st June, 2026
elle.com Taylor Swift Announces 'Toy Story 5' Song With Mysterious Countdown Monday 1st June, 2026
billboard.com Taylor Swift Pens 'Toy Story 5' Original Song 'I Knew It, I Knew You' Monday 1st June, 2026
independent.co.uk Taylor Swift breaks silence about Toy Story 5 after cryptic billboard and fan rumors | The Independent Monday 1st June, 2026
nme.com Taylor Swift confirms new song ‘I Knew It, I Knew You’ will appear in ‘Toy Story 5’ Monday 1st June, 2026
independent.co.uk Taylor Swift announces new original song for Toy Story 5 after fuelling fan rumours | The Independent Tuesday 2nd June, 2026
jpost.com Singer Taylor Swift teams up with Disney, Pixar with new song for Toy Story 5 | The Jerusalem Post Wednesday 3rd June, 2026
billboard.com Taylor Swift's New 'Toy Story 5' Song 'I Knew It, I Knew You': Listen Friday 5th June, 2026
pitchfork.com Hear TS (Taylor Swift) Tackle TS (Toy Story 5) | Pitchfork Friday 5th June, 2026
deadline.com Taylor Swift's 'Toy Story 5' Song Now Streaming Friday 5th June, 2026
nme.com Taylor Swift shares warm and nostalgic 'Toy Story 5' single 'I Knew It, I Knew You' Friday 5th June, 2026
mercurynews.com Taylor Swift’s ‘Toy Story 5’ song is a return to her pop country roots Friday 5th June, 2026
abcnews.com Taylor Swift releases music video for original song for 'Toy Story 5' - ABC7 New York Friday 5th June, 2026
variety.com Taylor Swift Releases ‘I Knew It, I Knew You’ Music Video Featuring ‘Toy Story’ Footage Friday 5th June, 2026
deadline.com Taylor Swift's 'Toy Story 5' Song Gets Music Video; ; Breaks Spotify Record Saturday 6th June, 2026
nme.com Disney created “decoy version” of ‘Toy Story 5’ to keep Taylor Swift’s involvement a secret Saturday 6th June, 2026
officialcharts.com Rodeo to the top? Taylor Swift's Toy Story 5 offering I Knew It, I Knew You set to take Number 1 Monday 8th June, 2026
variety.com Taylor Swift Performs ‘I Knew It, I Knew You’ at ‘Toy Story 5’ Premiere, Says Movie Is a ‘Masterpiece’ Wednesday 10th June, 2026
eonline.com Taylor Swift Makes Enchanting Entrance at Toy Story 5 Premiere Wednesday 10th June, 2026
nme.com Watch Taylor Swift and Randy Newman perform duet of ‘You’ve Got a Friend in Me’ at ‘Toy Story 5’ premiere Wednesday 10th June, 2026
billboard.com 'Toy Story 5' Premiere Recap: Inside Taylor Swift & Randy Newman Duet Wednesday 10th June, 2026
billboard.com Taylor Swift 'Toy Story 5' Performance: Pop Shop Wednesday 10th June, 2026

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