ecute Shinagawa to Host Collaboration Campaign Celebrating the Release of Disney & Pixar's New Film 'Toy Story 5'!

ecute Shinagawa, an in-station commercial facility operated by JR East Japan Cross Station Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Atsuko Ito; hereinafter "JR-Cross"), will host a collaboration campaign to celebrate the release of Disney & Pixar's latest film, 'Toy Story 5'. The facility will be decorated with designs featuring characters from the new 'Toy Story 5' movie, and the campaign includes gift giveaways at designated shops, social media prize lotteries, and a pop-up store inside JR Shinagawa Station.

©2026 Disney/Pixar

◆ Campaign Overview

Campaign Name: Disney & Pixar's 'Toy Story 5' Collaboration Campaign

This is a treasure box where you can find your favorites. A special place, just for me.

Period: July 1 (Wed) to July 20 (Mon, Holiday), 2026

Location: ete Shinagawa (inside the Central Ticket Gate, JR Shinagawa Station)

Special Website: https://www.ecute.jp/shinagawa/campaign/4235 (scheduled to launch on July 1)

1 Original Sticker Gift (First 50,000 Customers)

During the campaign period, customers who spend JPY 1,500 or more in a single transaction (tax included) at designated shops within ete Shinagawa will receive an original campaign sticker featuring characters from 'Toy Story 5'.

* Period: July 1 (Wed), 2026 to July 20 (Mon, Holiday), 2026

* While supplies last.

* Certain shops are excluded, including those selling pharmaceuticals, alcohol, and tobacco.

* For full details, please visit the special website.

2 Shop at ete Shinagawa & Watch the Movie at T-JOY PRINCE Shinagawa to Receive a Gift (First 300 Customers)

Starting July 3 (Fri), the first 300 customers who present both the 'original sticker' distributed at ete Shinagawa and either a movie ticket, reservation confirmation email, or web reservation screen for 'Toy Story 5' at T-JOY PRINCE Shinagawa at the 3rd-floor ticket counter will receive a limited-edition 'original fan'.

* Period: July 3 (Fri) to July 20 (Mon, Holiday), 2026

* The movie viewing date does not matter as long as it is within the campaign period.

* While supplies last.

* Offer valid only for movie viewings at T-JOY PRINCE Shinagawa.

3 Social Media Campaign: Win Prizes for 35 Lucky Winners! X (Formerly Twitter) Campaign

A social media campaign will be held offering original 'Toy Story 5' merchandise as prizes. To enter, follow ete Shinagawa's official X account (@ecute_shinagawa) and quote-post the campaign post published on July 1. Your quote-post must include your expectations or impressions about the movie and all required hashtags: #PR #ecute_collab #ecute_shinagawa_as_a_toy_box.

Pop-Up Store Overview

'Toy Story 5 POP UP STORE by mc@Shinagawa Station'

Location: Inside the Central Ticket Gate, JR Shinagawa Station

Dates: July 1 (Wed) to July 16 (Thu), 2026

Hours: 10:00–21:00 *Opens at 13:00 on the first day *Closes at 18:00 on the final day

Customers who spend JPY 2,000 or more (tax included) will receive a special 'puffy sticker' as a gift, one randomly selected per purchase.

<Important Notes>

1 While supplies last.

2 Items are distributed randomly; no selection available.

3 One gift per customer per transaction.

4 Dates and hours are subject to change.

Movie Introduction: Disney & Pixar's Latest Film 'Toy Story 5'

Jesse, the cowgirl doll who has watched over the growth of imaginative but shy young girl Bonnie, finds her world turned upside down with the arrival of a new tablet device, 'LilyPad'.

'Everyone's time is being taken over by tablets'—as Bonnie becomes just as absorbed in screens as other children, Jesse fears that the joyful spark once seen in Bonnie's playtime may disappear forever...

Facing this crisis, Jesse calls for help from Woody.

Can Jesse, reunited once more with Woody and Buzz, win back Bonnie's heart?

Even as time passes, what can toys still do? What is the ultimate answer discovered at the end of their adventure?

In theaters July 3 (Fri)

https://www.disney.co.jp/movie/toy5

©2026 Disney/Pixar

About JR East Japan Cross Station Co., Ltd.

Company Name: JR East Japan Cross Station Co., Ltd.

Headquarters: 6F, South Gate Shinjuku Building, 5-33-8 Sendagaya, Shibuya-ku, Tokyo

Established: April 1, 2021

President & CEO: Atsuko Ito

Capital: JPY 4.11 billion (100% subsidiary of JR East Japan)

The company consists of four business units: the Retail Company, operating convenience stores such as 'NewDays' and specialty shops; the Foods Company, operating food and beverage services including 'Irorian Kirakusoba', 'Bax Coffee Shop', and 'Ekiben-ya'; the Water Business Company, operating vending machines and original product lines such as 'From AQUA' under the acure brand; and the Development Company, operating in-station commercial facilities such as 'ecute' and 'Gransta'.