At SXSW, Disney Consumer Products Showcases the Strength of its Storytelling and Cultural Relevance

For more than a century, The Walt Disney Company has continued to expand the ways in which audiences interact with its stories. At this year’s South by Southwest® (SXSW®) conference in Austin, Texas, Disney Consumer Products (DCP) showcased exactly how that legacy is expanding — powered by cultural insight, emotional storytelling, and innovative collaborations that meet fans wherever they are.

On March 13, Tasia Filippatos, President of Disney Consumer Products, took to the SXSW stage to detail how the business has grown into a commercial powerhouse, extending Disney’s iconic characters far beyond screens and theme parks into everyday categories such as sports, beauty, fashion, jewelry, and home décor.

Filippatos opened her talk, “Shaping Brand Relevance for a New Generation,” with a simple statement: each person’s experience with Disney is deeply personal. Whether it’s a memory of a family trip to Disneyland, trick-or-treating dressed as a beloved Disney character, or singing a favorite song on repeat, Disney stories don’t just entertain; they stay with us. And while many fans know Disney for its films and theme parks, DCP is the engine that brings those stories to life in the hands of consumers around the world.

But, Filippatos cautioned, “legacy alone isn’t a strategy for the future.” Disney’s challenge, and opportunity, is to remain meaningful to each new generation. To sustain that emotional connection, DCP is evolving how fans experience Disney stories by meeting them where they are, embracing new platforms and touchpoints that make Disney part of daily life.

Disney’s consumer products business anchors a $62 billion global retail ecosystem, inclusive of the world’s largest licensing operation. Spanning more than 100 product categories across 180 countries, DCP brings storytelling to life from mass retailers like Walmart to luxury brands such as Gucci, and from games to publishing. At every level, the work is guided by a single purpose: to “create happiness every day.”

With younger generations shaping global trends faster than ever, DCP is adapting to meet the expectations of digital‑native audiences. Filippatos invited Ron Faris, DCP’s Head of Global Marketing, to unpack how fandom drives cultural relevance. His insight: youth don’t just consume culture; they create it, remix it, and scale it.

From games like Roblox and Fortnite to video platforms like TikTok and YouTube Shorts, today’s fans interact with Disney stories on their own terms, and Disney’s approach is evolving accordingly.

As Faris explained, the Disney playbook is built on three core ingredients: story, product, and experience, with story as the foundation. “Story is the most important. That’s the lore,” he said, noting that Disney continually shapes and remixes its stories to drive energy and emotion across different segments of consumers. With trading cards and vintage thrifting emerging as two of the biggest youth trends today, DCP leans into high-heat drops and collectible formats like blind boxes, which deepen emotional engagement. Together, this approach allows DCP to create culturally relevant moments that resonate with new audiences.

With nine game franchises surpassing $1 billion, Disney games aren’t simple adaptations of box office hits. Instead, they’re full-fledged storytelling universes. Filippatos also welcomed Sean Shoptaw, EVP of Games & Digital Entertainment, to discuss how gaming has become one of the most powerful entry points into Disney storytelling.

“Today’s consumers expect to have a voice,” said Filippatos. “And they’re looking for community and shared experiences on these platforms.”

Shoptaw highlighted the company’s partnership with Epic Games, showcasing the enormous potential ahead as the boundaries between games, content, and interactive worlds continue to blur.

Emotion drives everything at Disney and that includes consumer products. To explore this idea, Marcus Rosie, Head of Global Creative, joined Filippatos onstage to talk about how DCP designs products and experiences starting with the question: “What do we want people to feel?”

Pointing to examples ranging from Selfridges’ enchanting and immersive holiday takeover in London to a globally celebrated Disney’s The Lion King collaboration with Balmain, shot on location in Africa and the award-winning Bath & Body Works Disney Princess and Villains fragrance collections, Rosie stressed how emotion transforms products into cultural moments. “Once we define the emotional destination – whether it’s wonder, nostalgia, humor or joy – everything else becomes a design choice,” he said. “Emotion is what turns a moment into a memory.”

The session also spotlighted collaborations that spark curiosity and cultural conversation.

Bobby Kim, DCP’s Global Creative Director, shared how Disney chooses collaborators whose stories align with the company’s DNA, leading to partnerships that feel surprising, yet unmistakably Disney.

“Collaborations are not just a way to share someone else’s story,” said Kim, “but to shine a light on the nuances and facets of your own brand that you might not have seen otherwise. What you say about the collaborator really says more about yourself.”

The Disney x Formula 1® “Fuel the Magic” collaboration was an unexpected pairing that unlocked engagement with a massive global fanbase of 860 million people and made Mickey Mouse an instant star in the F1 paddock. The kick-off spot last May sparked the highest engagement F1 has ever seen around any of its partnership announcements.

From the SXSW stage, Filippatos announced the next step in the “Fuel the Magic” campaign — a partnership with F1 Academy™, supporting the next generation of female racers while celebrating Minnie Mouse and Daisy Duck.

To close the session, Filippatos highlighted one more example that captures the spirit of Disney’s evolving cultural relevance: the 2024 Coperni runway show at Disneyland Paris, which closed out Paris Fashion Week in front of some of the world’s leading tastemakers.

Ultimately, each example discussed reinforced the central idea at the heart of Filippatos’ message, which is relevance is built through creativity, authenticity, and emotional connection. When brands build meaningful connections with their audiences, the magic naturally follows.