LOS ANGELES – SmartyPants Vitamins brings the spirit of Disney and Pixar's Toy Story universe to SmartyPants Kids Multi & Omegas with special Toy Story 5-inspired packaging. Products are available for a limited time at major retailers nationwide (including Amazon) began in May, ahead of the film's June 19 theatrical release. The collaboration marks the brand's first-ever licensed tie-in.
SmartyPants Vitamins' "Fuel Their Imagination" campaign celebrates the power of play, curiosity, and growing minds with the trusted formula families know and love. The special limited-edition product features film favorite characters Woody, Buzz Lightyear, Jessie, and the all-new tech tablet device character, Lilypad.
"'Fuel Their Imagination' was created around a simple but important idea: imagination, and open-ended play are essential parts of healthy childhood development," said Amy Avellar, Senior Director of Brand Communications at SmartyPants Vitamins. "As conversations continue to grow around screen time, cognitive development, and how children learn best, we wanted to create a campaign that celebrates the value of hands-on, imaginative play while reinforcing the role that nutrition plays in supporting growing minds. Toy Story has inspired generations of kids to create worlds, tell stories, and play creatively, making it a natural fit for SmartyPants' first-ever licensed collaboration."
"Early childhood is a critical window for brain development, where both nutrition and environment play defining roles," said Devyani Chaturvedi, Senior Nutrition Scientist at SmartyPants Vitamins. "When children engage in play that includes toys, materials, and objects – particularly those that naturally complement each other or can be effectively combined – they are immersed in a learning environment that promotes cognitive development.2 Such play supports essential cognitive processes, including impulse control, behavior regulation, exploration, problem-solving, attention to outcomes, and social interaction 3, all of which are foundational to learning.4"
SmartyPants Vitamins Kids Multi & Omegas support kids' brain health† and are formulated with 16 daily nutrients including Vitamins A, B12, C, D3, K, Folate as well as Omega-3s. This collaboration encourages parents to spark meaningful moments with their little "partners" through play and creativity and highlights the developmental value of letting kids be kids.
The limited-edition Toy Story 5-branded SmartyPants Kids Multi & Omegas SKU will be available for a limited time at major retailers nationwide and online beginning May 2026. To learn more, please visit smartypantsvitamins.com.
