Jennifer Lawrence and David O. Russell’s new movie Joy won’t be on my list of best movies from 2015, however it has an interesting story about a female entrepreneur Joy Mangano.

While doing a research on product placement from the movie one thing immediately got my attention: we can see Joy wearing sunglasses on an official movie poster. From a marketing (and product placement) point of view that is almost always quite significant.

Poster for the movie Joy

Jennifer Lawrence was wearing Toms Navigator 201 Shiny Gold and Panama Tortoise pilot sunglasses. Besides being seen on the movie poster the glasses can be seen in one of the crucial scenes in the movie.

Toms sunglasses in Joy (2015, 21st Century Fox, screen capture)
Toms sunglasses in Joy (2015, 21st Century Fox, screen capture)
Toms Navigator 201 Shiny Gold and Panama Tortoise pilot sunglasses
Toms Navigator 201 Shiny Gold and Panama Tortoise pilot sunglasses

I have asked Toms via Twitter about product placement and they confirmed that Joy was wearing their sunglasses.

Toms confirmation on Twitter

Time will tell if this placement will have any effect on navigator 201 sales or even on the increase in sales of other Toms’ sunglasses. Good examples from the past showed us that this is not impossible, on the contrary, Ray-Ban’s sunglasses that appeared in the movie Risky Business are prime example of product placement’s effect on sales. I even put this example on the sixth place of my list of best placements ever.

You can check the details about Joy’s shades at Toms official website.