Q&A - Disney Consumer Products

2025 the Year of Stitch

Ahead of the release of the live-action Lilo & Stitch, Gill Archer, VP Hardlines, Disney Consumer Products EMEA, and Nigel Cook, VP Brand Commercialisation & Retail, Disney Consumer Products EMEA, tell Toy World about the property’s impact on the global licensing and toy landscapes.

The moment is nearly upon us – the release of the live-action Lilo & Stitch movie. What’s it been like building up to this? When was the last time you recall this level of excitement and engagement for a movie?

NC: Stitch’s popularity has been building for over a decade now, with a significant ramp-up in the last two years. This has only been amplified by the upcoming live-action Lilo & Stitch release. From the initial announcement through to the latest trailer hitting 158m views within 24 hours, excitement is reaching fever pitch. Fans are eagerly awaiting Stitch’s return to our screens, which also presents great opportunities in the product space.

It’s rare to achieve this consistent level of engagement across many different fan demographics. I would compare it to the hype we saw around Frozen 2, which created a similar frenzy from screen to store and beyond.

What is it about this property, in your opinion, that makes it so enormously popular with fans of all ages?

GA: Stitch's combination of cuteness and mischievous charm has a universal appeal that captivates fans of all ages. Our product strategy is centred around this sense of fun, ensuring that everything is reflecting the playful spirit of the franchise. Toys, particularly plush, lean into this, and brands like Simba, Wow! Stuff and Just Play continue to innovate in this space and with the Stitch property.

Stitch also plays into Gen Z and Millennials’ love of nostalgia, as a character they associate with early childhood. He has become a firm favourite amongst Gen Z, and this has both trickle-up and trickle-down impact on other demographics.

NC: Social media has helped drive Stitch’s overall popularity among Gen Z. This is where we saw the organic growth of 626 Day into a worldwide fandom moment, and where these fans continue to pay homage to Stitch’s ethos of embracing individuality. In addition, the franchise connects with a wide range of audiences thanks to the heartwarming themes of family and acceptance.

We’ve seen a huge increase in officially licensed Stitch toys and games over the past 12 months, long before the arrival of the movie in cinemas. Is there still an appetite for it?

NC: Indeed - response from retailers has shown there is still huge appetite for Stitch, which only continues to grow. In the next few months, consumers can expect to see some of our most impactful retail activations featuring Stitch, from toy specialists to grocers and beyond – all alongside our own marketing campaigns, of course.

GA: Stitch's personality makes him exceptionally versatile, giving us the freedom to be creative and expand into new product categories. Whether across Collectibles, Games & Puzzles or Consumer Electronics, this diversification ensures we keep momentum across all sectors. The diverse range of products developed with our industry-leading partners ensures that Stitch remains sought after across all demographics – from kids through to Gen Z and adults.

What new opportunities has the movie presented in terms of its licensing programme?

NC: The positive reaction to the upcoming live-action theatrical has reinvigorated licensees’ and retailers’ confidence to delve deeper into product categories, as well as expanding classic ranges. The new look and feel of the live-action film also means an opportunity for fresh inspiration and creative routes, and the potential for new collaborations.

How has Disney worked with its licensees to ensure Lilo & Stitch is brought to life the right way?

GA: We work closely with all licensees to ensure our characters are brought to life authentically, and Stitch is no exception. Any new product must be true to Stitch's character, whether it is inspired by animated or live-action creative. But it’s also important – particularly for such a vivacious character – that our licensees are able to have fun and unleash their own expertise and creativity. This approach has helped create some of the bestin-class Stitch product that fans know and love and has seen great success. I have really enjoyed being a part of their development and can’t wait for what’s to come.

With so many licensees wanting in on the Stitch action, how has Disney gone about managing its partners for this movie release?

NC: The benefit of a character with such multi-audience appeal is there are a plethora of ways for our partners to connect with Stitch fans in a meaningful and authentic way through product – ensuring they are both unique and true to consumer expectations.

What CP categories does the core licensing programme cover – are there any new categories Stitch will be making an appearance in for 2025?

NC: The core licensing programme for Stitch covers a wide range of categories, including toys, games, apparel, homeware, health and beauty. Looking ahead into 2025, consumers can expect to see Stitch’s presence grow in categories such as puzzles and card games, accessories and of course, refreshed seasonal newness.

GA: We are also constantly looking out for opportunities to strengthen fan affinity where there is existing demand for evergreen product. Some great examples are Funko’s incredible Stitch range, Wow! Stuff’s Disney Angel Puppetronic by RealFX and the newly announced Lego Angel model; all of which show the potential for expansion in ranges we know are proven winners.

Do you think it’s fair to say that, when it comes to toys, 2025 will end up being the Year of Stitch?

GA: I think it is fair to say that 2025 is already the Year of Stitch. The clearest example of Stitch’s commercial recognition is being named Circana’s Top Gaining Toy Property in Plush for Europe. That’s not to mention the incredibly prestigious Tech Toy and overall Toy of the Year Award wins for Wow! Stuff at New York Toy Fair, and Toy of the Year at the Toy Industry Awards.

We’re very excited by the positive reception of new liveaction-inspired product from the likes of Simba and Just Play, as well as new product inspired by animated Stitch, such as Lego’s Lilo & Stitch Beach House.

NC: There is tremendous demand from consumers and strong ongoing support from retailers and licensees, with ever more opportunities to be explored. We’re certain the movie will only bolster this excitement, and with the ongoing strategic expansion of our licensing programme into 2026, the momentum behind this franchise shows no signs of slowing down.