Cinema Lifestyle Marta Stuchvik  

Product Placements in The Secret Life of Walter Mitty (2013)

Life Magazine

The plot of the movie heavily relies on the closure of Life magazine. The main character, Walter Mitty, is a negative asset manager who works there. This iconic magazine was founded in 1883. In 1936, it was bought by Time publisher Henry Luce. The new owner turned Life into one of the most popular all-photographic news magazines in the world.


It was hard not to notice the brand of Walter Mitty’s laptop. Dell’s marketing department must be very happy with the movie. Their product was the main element of the composition in some shots.

Stretch Armstrong

These stretchy toys were especially popular in the United States during the late 1970s. They appeared in The Incredible Life of Walter Mitty, which might be one of the reasons the brand was revived in 2016.


The American brand JanSport has been selling backpacks since 1967. Nowadays, it is a part of the VF Corporation (which also includes the North Face brand).

In the 1970s, the founders of JanSport advertised their products by organizing group climbs for mountaineers. In 2014, their backpack was featured in The Incredible Life of Walter Mitty.

Besides all the above, the movie has product placement for Air Greenland and two catering industry giants — Papa John’s and Cinnabon.