For decades, Disney has turned its biggest stories into toys, apparel, collectibles and experiences that allow fans to bring the magic home.
Now, the company is taking a major step to strengthen that connection.
Beginning in October 2026, The Walt Disney Company will move the majority of its Disney Consumer Products division under Disney Entertainment Studios, bringing merchandise and licensing operations closer to the creative teams responsible for developing Disney’s films, series and franchises.
The restructuring shifts much of the consumer products business away from Disney Experiences and aligns it directly with the storytellers behind Disney’s growing portfolio of entertainment, creating a more unified approach to how characters and worlds evolve from screen to store shelves.
According to a joint memo from Disney Experiences Chairman Thomas Mazloum and Disney Entertainment Studios Chairman Alan Bergman, the goal is to bring storytelling, consumer products and experiences together earlier in the creative process, allowing merchandise and licensing opportunities to develop alongside the content itself rather than afterward.
“Disney Consumer Products plays a pivotal role in translating Disney stories into everyday consumer experiences, helping fans connect with the characters, worlds and memories they love,” the executives shared. “At its best, this work happens when storytelling, commerce and experiences come together from the very beginning, creating cohesion across the entire Disney ecosystem.”
The move follows Disney’s broader executive restructuring earlier this year, which saw Lisa Baldzicki become president of Disney Consumer Products after Tasia Filippatos transitioned to president of Disney Parks International. No additional leadership changes have been announced as part of the latest reorganization.
The restructuring comes as Disney continues to dominate the global licensing landscape. Recently named the world’s No. 1 licensor by License Global, the company generated an estimated $63 billion in licensed consumer product retail sales during 2025, spanning more than 100 product categories across over 180 countries.
While largely an internal organizational change, the real impact could ultimately be felt by consumers. By bringing consumer products closer to the studios creating Disney’s stories, future films, television series and franchises may see even tighter integration between on-screen storytelling, merchandise, retail experiences and licensing initiatives—further strengthening Disney’s ability to extend its worlds far beyond the screen.
Additional details surrounding the transition are expected as the company moves toward the October implementation.