The Walt Disney Company said on September 22 that it will move its consumer products licensing and publishing operations under its film studios and promote two veteran executives to lead a reorganized structure. The changes take effect October 4 and divide the company’s merchandise and licensing work between its entertainment and experiences divisions.
Cathleen Taff was named president of Disney Entertainment, Studios and Consumer Products, a role in which she will oversee the licensing and publishing business alongside her existing duties. Taff, a 32-year Disney veteran, had served as president of production services, franchise management and theatrical distribution. She will report to Alan Bergman, chairman of Disney Entertainment’s studios.
“Cathleen has been an invaluable partner and leader within our team, bringing the same creativity, rigor, and collaborative spirit to everything she does,” Bergman said in the announcement. In her expanded post, Taff adds oversight of consumer products licensing to a portfolio that already includes theatrical distribution for the company’s film labels, the Disney Theatrical Group and Disney Music Group. The licensing and publishing group joins the studios unit that Bergman leads, which houses Walt Disney Animation Studios, Pixar, Marvel Studios, Lucasfilm, 20th Century Studios and Searchlight Pictures.
Lisa Baldzicki was promoted to executive vice president of global experience and innovation for Disney Experiences, where she will continue to run the parks merchandise business and take on a broader role identifying retail trends across the division. Baldzicki, who has spent close to three decades in retail and merchandising, will report to Thomas Mazloum, chairman of Disney Experiences. Her responsibilities include Disney Store locations worldwide and the DisneyStore.com online shop. Under the new structure, the parks merchandise team stays within Disney Experiences even as licensing shifts to the studios.
“Lisa is a proven leader who brings together industry expertise, strategic vision, and a genuine passion for Disney storytelling,” Mazloum said. The reorganization is the latest in a series of leadership moves at Disney over the past year as the company realigns its divisions. Consumer products, which spans toys, apparel, books and games tied to Disney, Pixar, Marvel, Lucasfilm and 20th Century properties, remains one of the company’s most profitable licensing operations.
