A Toy Story: 'Cars' merchandise ubiquitous

In the Pixar pantheon of animated films remarkable for their appeal to both 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 have been far more amped by "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.

Take David W. Wright, a 40-year-old Floridian and the father of a 4-year-old "Cars" fanatic. Wright estimates he and his son have seen "Cars" "easily a couple hundred times."

"There was a little while after maybe the first 40 times where I was like, "Ah, I can't watch this again,' " said Wright, who blogs about parenthood at BloggerDad.com. "But eventually it comes full circle. I like it."

His son is rewarded for good behavior at pre-school with a new "Cars" toy car. That goes along with his "Cars" shoes, blankets and books.

The Wright family's experience is far from uncommon.

"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 to the kiddie-clamor for "Cars."

The film already 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 "Toy Story 3" made from retail sales 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 ever."

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.