Fans across the globe have been saying ‘aloha’ to Stitch in their droves over the past 12-18 months, as the character has enjoyed a real resurgence in popularity. LicensingSource.net catches up with Tony Youngman, director UK retail at Disney Consumer Products EMEA, to find out more.
The Lilo & Stitch animated feature film burst onto screens way back in 2002 and, while the characters never really went away, the last 12 months has seen Stitch in particular surge in popularity.
So what was the catalyst for Stitch suddenly appearing seemingly everywhere?
“You could say the main catalyst was time,” Tony Youngman, director UK retail at Disney Consumer Products EMEA, tells LSB. “The last few years have seen a real resurgence in the popularity of Stitch, as audiences who enjoyed the 2002 film as children come of age and rediscover their love for the franchise.
“True to form with Gen Z, social media has also played a huge part in amplifying fans’ appreciation of Stitch. It provided a platform for people to share their love of the character, starting with the significance of 626 which has evolved over time into its own calendar moment celebrating Stitch fandom.”
It seems that Gen Z has certainly been a key driver, with Tony explaining that while Stitch’s innate humour makes him an obvious favourite with kids, the character has also found a renewed fan base among teens and young adults.
“The nostalgia trend has really taken hold among this demographic, and for Gen Z tends to be characterised by a sense of familiarity and comfort found from stories and characters they associate with childhood. This affinity combined with the generation’s emerging purchasing power points to further growth opportunity for Stitch in future.
“There are also strong synergies between Stitch’s values around celebrating people’s differences, and Gen Z’s outlook which centres on inclusivity and acceptance.”
From a consumer products perspective, engagement from a slightly older age group has prompted Disney to experiment with a broader range of categories.
For example, product wise it has been exploring everything from homeware to apparel and health and beauty. A Stitch in Paris Valentine’s range from George at Asda was supported from the Disney side with a dedicated influencer programme, receiving great social engagement and some outstanding product sales, says Tony. “Elsewhere in the homeware space we’ve worked with some incredible creatives such as the BRITTO team, who designed a range of eye-catching statues of Stitch that perfectly reflect his colourful personality.”
The approach across retail and all consumer touchpoints is all about having fun, Tony continues, “encouraging people to embrace Stitch’s ethos and stay weird – and of course the all-important focus on the power of Ohana, whether your family is one you’re born into or that you adopt along the way.”
In the UK, there are collections with every major retailer in the market, covering multiple categories, with Primark in particular enjoying huge success with the first dedicated Stitch pop-up in-store cafés in the UK. And there’s more to come. “We don’t want to spoil the surprise, but you can expect to see Stitch featured across a breadth of retailers, from grocers to toy specialists and fashion,” hints Tony. “2024 promises to be the summer of Stitch, particularly in the lead up to 626 day, and you’ll see UK retail events tying into the animated film, and amplification across channels.
“Stitch will be part of our holiday plans at retail, and consumers can expect lots of seasonal product innovation across other calendar moments like Halloween – reflecting Stitch’s versatility and playfulness.”
New product will range from wooden climbing frames and animatronics, through to games and puzzles, plus a new range of Stitch in Costume Pop from Funko to name just a few.
Tony concludes: “Our main aim from a UK retail perspective is to continue our close collaboration with key partners on truly innovative products and retail opportunities. Stitch has so many elements to his character, we feel there’s lots yet to be explored with him in this space.”
Movie magic
“It would be an understatement to say we’re excited to see Lilo & Stitch return to our screens with familiar voices from the 2002 animated feature, plus a host of new stars,” says Tony. “Lilo & Stitch is such a beloved franchise, and the characters and story are so compelling; I personally can’t wait to see the remake and I know Stitch fans will agree.”
Tony is promising that the movie will bring Stitch into our world in a new way, diving deeper into different characters and their experiences while celebrating core elements of the original title, meaning that there are plenty more elements to explore with licensees and retailers.
Tony continues: “We’re so excited to bring Stitch to fans in new and creative ways, that will also reflect the new film’s focus on representing and celebrating Hawaii and Hawaiian language and culture.”
Aloha Stitch
“The Lilo & Stitch animated feature film burst onto screens in 2002, and audiences immediately warmed to Stitch’s huge personality, sense of adventure and endless potential for mischief,” says Tony.
“Stitch also starred in three animated sequel movies and Lilo & Stitch: The Series; and over the years we’ve seen him pop up (and cause havoc) in several other Disney animated shows. This adaptability is a theme that has translated brilliantly into the product space, particularly with Stitch in costume.”
This feature originally appeared in the summer 2024 edition of Licensing Source Book. To read the full publication, click on this link.
