Over the years Pixar has made some incredible movies!

We’ve had Monsters, Inc., Finding Nemo, the ever-popular Toy Story franchise, and so many more! But if you’ve visited Disney World recently or shopped for Disney merchandise online, then you’ve likely noticed that one particular movie has become very popular all of a sudden — Up. We’ve seen Up-themed items pretty much everywhere we go and we have to ask, why now?

We understand that Disney likes to capitalize on its movies, but in the last few weeks alone, we’ve seen a brand new Up merchandise collection, a new MagicBand, and a new pair of designer ears to match the film. I mean, they recently starting selling a glass jar that looks like the one from the film. Adorable? Yeah. Random? Yeah!

Plus, Disney just changed the photo op at the front entrance of Animal Kingdom to be Up-themed.

And Disneyland Resort is now selling Up-themed balloons (How fitting, right?).

And it’s not just these…we’ve seen TONS of products related to this movie over the past year, everything from clothes to backpacks to ears.

For instance, this cookie jar is suuuper cute, but also, really out of the blue?

It’s not that we don’t love the film, (we really do, it’s so charming and sweet) we’re just confused as to the timing of all this Up mania. The 10th Anniversary of the movie was back in 2019, so surely Disney’s not still celebrating?

We suppose part of it could be to celebrate the fact that Dug, the film’s most adorable talking dog, is getting his own Disney+ show later this year. Although, it feels a bit too soon to celebrate a show that won’t arrive until the Fall, and most of the merchandise we’ve seen hasn’t been specifically Dug-focused.

While Dug hasn’t been featured much on the latest merchandise we’ve seen, we are getting to see a lot of Kevin, the chocolate-loving mama bird. She even got her own Loungefly backpack last year!

In fact, Kevin actually got TWO Loungefly bags, and the second one includes Russel and her babies. Where’s Dug? He deserves to join the party!

Dug did manage to get his own mug, but that’s about it. Therefore, it doesn’t seem like this merchandise trend is about his new series, otherwise, we’d see more Dugs on mugs!

There is the fact that Valentine’s Day is coming soon, and Carl and Ellie are total #couplegoals, so maybe that’s the source? We’ve seen them together on a lot of the items, but we’ve also been noticing this merchandise trend long before it was time to celebrate the holiday of love. (How cute are they together on this Loungefly Holographic Fanny Pack?!)

Last year, the film released on 4K Blu Ray back in March, so it’s possible that Disney started the merchandise trend to help fans rediscover a love for the film. Maybe the products sold more successfully than Disney anticipated, so they continued to make more?

No matter what the reasoning, the plethora of Up items has reminded us how much we loved this underrated Pixar movie. We may just have to go watch it on Disney+ now!

Why do you think Disney has released so many Up items recently? While we still don’t have our answer, we’re definitely not complaining (although our wallets might be). This movie is a true gem, and we can’t wait to see what product Disney comes up with next!

Order the Adorable ‘Up’ Face Mask Here — Along With Other Pixar Designs!

Which ‘Up’ item is your favorite? Let us know in the comments!