New characters and tech for 99th Macy's Thanksgiving Day Parade

As the 99th Macy’s Thanksgiving Day Parade readies to take over New York City, organizers have announced four new giant character balloons: Buzz Lightyear, Mario, Pac-Man, and Shrek, joining more than 30 classic inflatables and 27 floats, according to PopCulture.com.

This addition of fresh pop-culture icons to a nearly century-old tradition offers a masterclass in brand evolution, audience engagement, and event design. We asked Events and Trade Show Expert Richard Perry from Event Display to share what other event professionals can learn from the parade’s enduring success.

Richard Perry from Event Display says:

“Nothing says visual spectacle like a five-story Shrek floating down Manhattan. Macy’s continues to prove that even a 99-year-old event can feel brand-new when you strike the right balance between nostalgia and novelty.

The Macy’s Parade is watched by over 20 million viewers annually, and what keeps that attention year after year is not just tradition, but reinvention. The introduction of new icons like Mario and Buzz Lightyear alongside timeless favorites such as Snoopy and the Pillsbury Doughboy builds multi-generational emotional appeal. That’s a lesson every brand-driven event should take to heart: evolve your visual storytelling while honoring your legacy.

From an engineering perspective, these giant inflatables are marvels of design and logistics, combining aerodynamic precision, material innovation, and brand artistry. Behind the whimsy lies months of collaboration between engineers, artists, and sponsors. For experiential marketers, that’s a reminder that large-scale displays are as much about operational excellence as they are about visual wow-factor.

Some might argue that changing familiar icons risks alienating loyal audiences. In practice, the opposite is true. When done thoughtfully, it refreshes attention and revitalizes media coverage. Macy’s strategic use of sneak peeks, influencer reveals, and behind-the-scenes content ensures every new balloon becomes a PR moment in itself.

For our clients, the takeaway is clear: innovation fuels longevity. Whether it’s unveiling a new inflatable mascot, an interactive LED backdrop, or an unexpected art installation, the key is to give audiences something new to talk about each year. In today’s fast-moving visual economy, freshness isn’t a risk. It’s the reason traditions endure.”

See more at https://www.eventdisplay.com.au/