Disney is rearranging some pretty big pieces of its Consumer Products business, and while most of this will happen behind the scenes, there’s an important distinction for Disney fans. Disney Parks merchandise, Disney Store, and DisneyStore.com aren’t going anywhere. They’ll remain under Disney Experiences when the new structure takes effect on October 4, 2026.
What is changing is where Disney’s global licensing and publishing businesses live within the company. Those will move over to Disney Entertainment – Studios, putting them under the same umbrella as Disney’s major creative groups.
As part of the shift, Cathleen Taff (pictured above, left) has been named President, Disney Entertainment – Studios and Consumer Products. Taff has been with Disney for 32 years and already oversees quite a bit within The Walt Disney Studios, including Theatrical Distribution, Franchise Management, Production Services, Disney Theatrical Group, and Disney Music Group. She’ll now add the incoming Consumer Products businesses to that list.
Over at Disney Experiences, Lisa Baldzicki (pictured above, right) will continue overseeing Disney Parks merchandise, but her job is getting considerably bigger. In her new role as Executive Vice President, Global Experience & Innovation, she’ll also oversee Disney’s owned-and-operated retail businesses, including Disney Store locations around the world and DisneyStore.com.
Baldzicki will also head up a newly created team looking at consumer trends and ideas that could work across Disney Experiences. She previously served as Senior Vice President, Parks Product Development & Retail.
So, while there are plenty of new titles and organizational changes here, the easiest way to look at it is this: Disney’s licensing and publishing businesses are moving closer to the studios that create the stories and characters, while the merchandise Disney sells directly through its theme parks and stores is staying with Disney Experiences.
