• by Tanya Gazdik , 10 hours ago

Toyota is teaming up with Fox Entertainment for a season-long integration in the reimagined “Baywatch” series.

The Toyota Tacoma will serve as the official lifeguard vehicle, customized to reflect real Los Angeles County lifeguard trucks, with additional Toyota models featured throughout the prime-time series.

The integration is rooted in real-world use, as Toyota vehicles already support lifeguard teams on beaches across the country, according to the automaker.

Toyota is the first advertising partner to join the production of the series that is expected to premiere on Fox during the 2026-27 season.

The show began shooting this week on L.A.’s famed Venice Beach and on the historic Fox Studio Lot in Century City. It is co-produced by Fox Entertainment and Fremantle.

The series stars Stephen Amell in the lead role with support from actors including Jessica Belkin, Shay Mitchell, Noah Beck and Brooks Nader. David Chokachi reprises his original series character of Cody Madison in a recurring role.

First hitting screens in 1989, “Baywatch” aired in over 200 countries, at its peak reaching more than a billion viewers weekly. Its global appeal drove tourism to Southern California and helped define beach culture.

The series reboot will celebrate the franchise’s enduring legacy, while re-energizing it for today’s global audience, according to a press release.