Disney Park fans who are tired of the same old merchandise should pay attention—change might finally be coming.
Bobby Hundreds, co-founder of The Hundreds, is stepping into a major new role at Disney. On Tuesday, he announced that he has been named Vice President of Creative for the Americas at Disney Consumer Products. The news comes just weeks after the closure of The Hundreds’ flagship shop on Fairfax Avenue in Los Angeles.
Sharing the update on Instagram, Bobby Hundreds posted a picture of himself holding a classic Mickey Mouse plush. His caption included a quote from Walt Disney: “We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.”
Why does this matter?
Because Disney merchandise has felt stale and uninspired for too long, churning out the same mass-produced Mickey ears, spirit jerseys, and coffee mugs. Hiring someone with Bobby Hundreds’ background—someone who knows how to fuse classic nostalgia with modern streetwear—signals that Disney is ready to shake things up. His expertise in cultural collaborations, storytelling through fashion, and creating brand communities could finally bring fresh, collectible merchandise that excites both superfans and new audiences.
Of course, change won’t come easily. Playing it safe has made Disney millions, and mass production will always be a factor. But the difference here is that the products, at least from a design standpoint, might finally stop looking mass-produced.
The Hundreds’ collaboration with Disney produced designs that still command high resale value. Now, picture this: instead of just a limited-time collaboration, imagine every product coming from the top down featuring that same level of design excellence.
The only concern? Bobby has deep roots in Southern California, and his past work has been heavily tied to that region. Disneyland has historically already gotten the better merchandise selection, at least for the size of the resort, while Walt Disney World has struggled with uninspired offerings. Hopefully, this new era of Disney merchandise brings exciting changes to both coasts—because the potential is there, and fans are more than ready for it.
As someone who loves visiting Disney Parks, I want to be excited about merchandise again. I want to see unique, creative designs that feel like must-have souvenirs—not just more of the same. If Bobby Hundreds can bring that level of innovation to Disney, my next vacation could include some of the coolest Disney merch I’ve ever seen. In fact, I might need to start budgeting for that! Here’s hoping!
