In Brief
Toyota joined forces with Graeter’s Ice Cream to launch an exclusive $86 ice cream sandwich box in the United States, designed to showcase the Sienna Platinum’s FridgeBox. This built-in refrigerated compartment keeps desserts frozen for the whole trip, highlighting the “home on wheels” appeal of the family minivan. The campaign continues Toyota’s tradition of offbeat marketing for the Sienna. The partnership emphasizes the quality and innovation shared by both brands, turning the FridgeBox into a differentiating feature in the segment.
To spark chatter about a minivan fridge, Toyota didn’t rely on a technical brochure or a standard promo; it went with an $86 ice cream dessert. The Japanese automaker teamed up with Graeter’s to online-sell a very special box of ice cream sandwiches, with a clear aim: to prove that the Toyota Sienna can keep these treats perfectly frozen for the entire ride.
In the United States, the Toyota Sienna carries the usual image of the family minivan, but its marketing deliberately avoids routine. We recall the 2010 “Swagger Wagon” campaign, or the Sienna:Remix concept featuring 60 speakers and a retractable roof revealing a fully functional DJ booth. In this same playful spirit, the automaker today launches the Salted Caramel Chip Wheels, a special Graeter’s edition of ice cream sandwiches. And behind this $86 dessert (about €80), the star isn’t just the treat—it’s the FridgeBox on the Sienna Platinum that takes center stage.
An $86 Ice Cream Sandwich to Promote the Toyota Sienna
Toyota and Graeter’s Ice Cream collaborated on a new ice cream sandwich, pitched as “the sweetest way to roll.” Concretely, the Salted Caramel Chip Wheels draw on Graeter’s Chip Wheelies base, but with a recipe tailored for the occasion: salted caramel ice cream sandwiched between two double‑chocolate cookies, then rolled in chocolate sprinkles, the famous “chocolate jimmies.” Each piece weighs 4 oz (about 110 g) and is individually wrapped for on-the-go use, ideal for a car ride with the kids.
The box, sold exclusively online, contains 12 ice cream sandwiches. The price is listed at $86, excluding shipping, which works out to about $7.20 per sandwich—roughly €80 per box for a French consumer mentally converting the price. The collection is limited and available “while supplies last.” The operation is clearly designed to generate buzz around the $86 Toyota Sienna ice cream sandwich, while also illustrating in a tangible way what the FridgeBox onboard can do.
The Sienna FridgeBox: the Real Hero of This Ice-Cool Initiative
Behind this collectible dessert, it’s the FridgeBox aboard the Toyota Sienna Platinum that takes the spotlight. This built-in refrigerated compartment offers two modes, “cool” and “freeze”: the former keeps drinks and snacks fresh, the latter keeps desserts fully frozen for the trip. Toyota frames the use case around American family life, keeping these ice creams for an after‑game treat—the reward after weekend football or baseball games. It’s a natural progression from the Sienna’s earlier marketing stunts, from the Swagger Wagon to the dramatic Sienna:Remix reimagined as a rolling DJ booth.
For Toyota, the collaboration also tells a story about shared values. Owen Peacock, the brand’s marketing chief, explains: “Great partnerships start with a joint commitment to quality and a passion for creating the best experiences for those who matter most. Graeter’s brings the same level of care and craftsmanship to its ice creams that Toyota applies to its vehicles, making this collaboration a natural fit,” he told Carscoops. He adds that the FridgeBox available on the Sienna “adds a fun and unexpected way for families to bring a little more joy to the journey.” It’s a way to turn a simple equipment feature into a true talking point for families, even well beyond the United States.
Comparison Table
| Product | Price | Quantity | Weight per piece | Price per piece |
|---|---|---|---|---|
| Salted Caramel Chip Wheels (box) | 86 dollars (approx. €80) | 12 sandwiches | 4 oz (approx. 110 g) | 7.20 dollars |
Key Takeaways
- Toyota teams up with Graeter’s to promote the Sienna Platinum’s FridgeBox via an $86 ice cream sandwich box.
- The box contains 12 Salted Caramel Chip Wheels designed to stay frozen during the ride thanks to the FridgeBox.
- The FridgeBox offers two modes: “cool” (cool beverages/snacks) and “freeze” (desserts kept fully frozen).
- The campaign is limited edition, available online only and while supplies last.
- This playful push fits within the tradition of Toyota’s quirky marketing stunts for the Sienna.
- The collaboration highlights shared values of quality and experience between Toyota and Graeter’s.
FAQ
What is the FridgeBox on the Toyota Sienna?
The FridgeBox is an integrated refrigerated compartment that offers two modes: “cool” to keep drinks and snacks fresh, and “freeze” to keep desserts completely frozen during the trip.
How much does the ice cream sandwich box offered with the Sienna cost?
The ice cream sandwich box costs $86, roughly €80.
What does the Salted Caramel Chip Wheels box contain?
The box includes 12 ice cream sandwiches, each weighing about 110 g, featuring salted caramel, double chocolate, and chocolate sprinkles.
Why did Toyota launch this unusual marketing effort?
Toyota aims to spotlight the Sienna’s family-friendly features, especially the FridgeBox, by partnering with a local ice cream maker in a playful, exclusive collaboration.
Is the Toyota-Graeter’s collaboration permanent?
No, the ice cream sandwich line is limited and available only while stocks last.
