'Cars' merchandise, the real toy story, roars off store shelves

In the Pixar pantheon of animated films remarkable for their appeal to adults and children, "Cars" is the most purely kiddie affair.

While critics prefer the heartfelt resonance of "Up" or the mortality ruminations of "Toy Story 3," toddlers are more amped about "Cars."

Since premiering in 2006, "Cars" has been a high-octane sensation among those whose feet still don't reach the gas pedal, and the "Cars 2" sequel opening Friday is already driving a similar response.

"Cars" has attached itself to kid culture more than any other Pixar film or even most children's movies. While the Pixar connoisseur can trumpet the artistry of "Ratatouille" or the galactic romance of "WALL-E," it's nothing compared with "Cars." The film has earned Walt Disney Co., which owns Pixar, more than $8 billion in retail sales. Disney estimates that merchandising for "Cars 2," which began rolling in May, will this year surpass the $2.4 billion in retail sales "Toy Story 3" made last year.

"It's a phenomenon," said Tony Lisanti, editor-in-chief for License Global magazine. "It could very well be one of the biggest brand licensing and merchandising programs."

Consider that young "Cars" fans can wake up to their "Cars" clock radio, start the day with a "Cars" bubble bath, brush their teeth with a "Cars" toothbrush, spray themselves with some "Cars" cologne for kids, pop a few "Cars" vitamins, toss their "Cars" pajamas into a "Cars" clothes hamper and snack on "Cars" cereal from a "Cars" ceramic bowl atop a "Cars" placemat.

Then, when "Cars" fans go off to school, they can pack their "Cars" backpack with a "Cars" thermos and "Cars" study kit, watch a "Cars" DVD on a "Cars" portable DVD player on their bus ride, lunch on "Cars" SpaghettiOs and "Cars" Utz pretzels kept fresh in "Cars" sandwich bags and play "Cars" bingo on their return bus ride.

Back at home, our "Cars" fans can gaze at their "Cars" patio set through a window of "Cars" valances and drapes and finally turn out their "Cars" lamp, switch on a "Cars" night-light and snuggle into their "Cars" bed.

"I have some friends from Argentina, and their little boy is maybe 3 years old, and every single thing he has is 'Cars,' right down to the sheets," says Owen Wilson, who voices the main character of "Cars," Lightening McQueen. "He won't sleep unless he has his 'Cars' sheets."

Disney debuted 300 related toys at New York's Toy Fair this year. Mattel is selling more than 150 "Cars 2" toys, and there are tie-in deals with Williams-Sonoma, Nestle, Goodyear and Kimberly-Clark. There's also "Cars 2: The Videogame," and a 12-acre "Cars Land" is planned for Disney California Adventure theme park.