Only Disney could pull this off. ESPN debuted a new spot on Wednesday that transforms some of its biggest on-air personalities into Toy Story action figures as part of its growing Super Bowl LXI marketing campaign. The ESPN Toy Story Super Bowl LXI ad 2026 is playful, clever and loaded with familiar faces and it ties directly into one of the most anticipated Pixar sequels in years.
What the ad actually shows
The spot, titled Toy Story 5.5, opens at ESPN headquarters in Bristol, Connecticut. Several of the network’s most recognizable talents have become animated action figures in the visual style of the beloved Pixar franchise. The group then embarks on a road trip to Los Angeles in a box truck, heading to Super Bowl LXI. Along the way, they encounter 2 very familiar faces Buzz Lightyear and Woody, both set to star in the upcoming Toy Story 5 feature film.
The ESPN personalities who appear as animated figures include 9 major names: 1. Joe Buck, one of the Super Bowl LXI play-by-play commentators; 2. Troy Aikman, his broadcast partner; 3. Lisa Salters, sideline reporter; 4. Pat McAfee, the polarizing but wildly popular sports personality; 5. Adam Schefter, the network’s leading NFL insider; 6. Peyton Manning; 7. Eli Manning; 8. Randy Moss; and 9. Jason Kelce. Each one gets the full Pixar action figure treatment, right down to the packaging and plastic aesthetic that made the original Toy Story films so visually distinctive.
Why ESPN made this ad now
The spot is part of ESPN’s broader We’re Going campaign, which the network launched to build momentum around Super Bowl LXI in Los Angeles. This Super Bowl carries special significance for ESPN specifically. While ABC has broadcast the game before, this marks ESPN’s first time as the primary Super Bowl broadcaster. The company is treating it as a landmark moment and investing heavily in marketing to match.
The Toy Story crossover is a textbook example of Disney using its vast portfolio of properties in a coordinated way. Toy Story 5 is one of Pixar’s most anticipated upcoming releases. Pairing it with ESPN’s Super Bowl push serves both properties simultaneously. Fans of the franchise get a fun preview of Buzz and Woody. Sports fans get a memorable and entertaining ad that keeps Super Bowl LXI top of mind. Disney wins on both fronts.
The bigger picture for ESPN and Super Bowl LXI
ESPN has committed significant resources to the Super Bowl LXI build-up. The We’re Going campaign spans multiple pieces of content, marketing activations and programming initiatives designed to drive audience engagement well ahead of game day. The Toy Story spot is simply the latest and arguably most attention-grabbing entry in that broader push.
Super Bowl LXI takes place in Los Angeles, a market that carries enormous cultural weight for both sports and entertainment. For ESPN, landing the Super Bowl for the first time is not just a broadcasting milestone — it is a statement about the network’s position in the landscape of live sports rights. The company clearly intends to make the most of the moment, and this campaign signals that it is approaching the opportunity with creativity and scale.
For viewers, the ad offers a lighthearted preview of what promises to be a heavily produced and broadly marketed Super Bowl broadcast season. When Pat McAfee and Buzz Lightyear end up in the same box truck, you know the marketing machine is fully operational.
Source: The Hollywood Reporter
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