Blasting Off: Disney’s ‘Lilo & Stitch’ Licensing Program Shoots for the Stars Ahead of New Movie

For more than 20 years, Stitch, the fuzzy blue alien from Disney’s Lilo & Stitch, has been one of the most popular kids’ characters. Since Lilo & Stitch hit theater screens in 2002, the character has been at the center of three animated sequels, an animated TV series, an attraction at Walt Disney World, and, now, a live-action adaptation of the original movie. 

With the live-action Lilo & Stitch arriving in theaters this week, Disney and its licensees have ramped up an already expansive program of licensed toys, games, accessories, and more. Some toymakers involved in the Stitch frenzy include Basic Fun! with its Disney Stitch Stretch Armstrong, Just Play with its Disney Stitch Many Moods Plush, The LEGO Group with the Disney Lilo and Stitch Beach House, and Wow! Stuff with the Disney Angel Puppetronic by RealFX following up its Pulse of Play Award-winning Stitch Puppetronic from last year.

“The live-action film has allowed our licensees to get even more creative,” says Liz Shortreed, Senior Vice President of North America and Global Softlines at Disney. “In this film, Stitch has a brand new style that still maintains all the elements of the original character that consumers know and love and translates perfectly into the product space. With the live-action character, we really leaned into his ‘fluffiness’ and cute appearance, allowing our licensees to be innovative when creating products.”

Along with Stitch’s obvious qualities, which make him an ideal character for toy development, the world-building and storyline of Lilo & Stitch are especially alluring for kids and adults alike. 

“Stitch’s story has many layers,” Shortreed says. “From its main setting against the lush, vibrant backdrop of the Hawaiian islands to the fact that Stitch is a blue alien from outer space — there are so many angles to develop product from. These story elements, paired with the fact that Stitch has multi-generational consumer appeal, allow licensees to develop a broad range of cross-category products, from toys, plush, and apparel to food, beauty, homewares, and more.” 

As Stitch returns to the big screen in a fresh new form, his enduring appeal shows no signs of slowing down. With a rich world to explore and a character as lovable as ever, Disney and its partners are tapping into every opportunity to bring a little more aloha — and a lot more Stitch — to retailers and into fans’ lives. 

A version of this feature first appeared in The Toy Book‘s Licensing & Entertainment (+Baby!) Issue. Click here to read the full issue!

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