When I would look at the films as a whole, I would search for story reasons to use 3-D in different ways. In , for instance, when the toys were alone in their world, I wanted it to feel consistent to a safer world. And when they went out to the human world, that's when I really blew out the 3-D to make it feel dangerous and deep and overwhelming.
It was screenwriter Joss Whedon's idea to incorporate as a character who would rescue Woody and Buzz in the film's final act. The idea was dropped after objected and refused to license the toy. Producer claimed that Mattel did not allow the use of the toy as "They [Mattel] philosophically felt girls who play with Barbie dolls are projecting their personalities onto the doll. If you give the doll a voice and animate it, you're creating a persona for it that might not be every little girl's dream and desire." likewise refused to license (mainly because Sid was going to blow one up), but they did license . The only toy in the movie that was not in production was Dog, which was discontinued since the 1970s. When designs for Slinky were sent to ('s wife) she said that Pixar had improved the toy and that it was "cuter" than the original.
Marketing for the film included $20 million spent by Disney for advertising as well as advertisers such as , , , and paying $125 million in tied promotions for the film. A marketing consultant reflected on the promotion: "This will be a killer deal. How can a kid, sitting through a one-and-a-half-hour movie with an army of recognizable toy characters, not want to own one?" Despite this, was slow to see the potential of early on. When the Thanksgiving release date was announced in January 1995, many toy companies were accustomed to having eighteen months to two years of runway time, and passed on the project. In February 1995, Disney took the idea to Toy Fair, a toy industry trade show in New York. There, a Toronto-based company with a factory based in China, Thinkway Toys, became interested. Although Thinkway was a small player in the industry, mainly producing toy banks in the form of film characters, it was able to scoop up the worldwide master license for toys simply because no one else wanted it. put a trailer for the film on seven million copies of the VHS re-release of ; the ran a television special on the making of ; in Florida held a daily parade at .
It was difficult for crew members to perceive the film's quality during much of the production process, when the finished footage was in scattered pieces and lacked elements like music and sound design. Some animators felt the film would be a significant disappointment commercially, but felt animators and animation fans would find it interesting. According to , one of the original editors of , a scene was cut out of the original final edit. The scene features Sid, after Pizza Planet, torturing Buzz and Woody violently. Unkrich decided to cut right into the scene where Sid is interrogating the toys because the creators of the movie thought the audience would be loving Buzz and Woody at that point. Another scene, where Woody was trying to get Buzz's attention when he was stuck in the box crate, was shortened because the creators felt it would lose the energy of the movie. Peter Schneider had grown optimistic about the film as it neared completion, and announced a United States release date of November, coinciding with Thanksgiving weekend and the start of the winter holiday season.