Tsum Tsum is a Disney theme brand that began in 2013. Disney purchased the rights to the popular Japanese plush toys, and they have been enjoyed by children and adults alike. Each toy is a collectible with different characters from Disney's classics, such as Frozen, Little Mermaid, Brave, and Toy Story. The series is a collaboration between Disney and Sanrio which allows for a variety of characters to be added. After the success of the first series, the second series of Tsum Tsums was released in 2016 under the title "Disney Tsum Tsum." In the third series of the line, called "Disney Tsum Tsum Shapes," each character had a shape associated with them. These new shapes made it easier for parents who had more difficulties finding their favorite character. In 2018, Disney began releasing "Disney Tsum Tsum Party Packs." These packs contain several characters and their vehicles and can be hung on string and used as decorations.