Quick, who do you think emerged as the biggest winners in entertainment this year?
Perhaps Netflix for its continued streaming supremacy and acquisition of Warner Bros.? Or YouTube, which has solidified its status in the industry?
What about Michael DeLuca and Pam Abdy, who rescued the Warner Bros. film studio? Or Taylor Sheridan, who turned his numerous hit shows into a massive deal with NBCUniversal?
How about a playful alien that utilized Disney’s success to become arguably the most notable character in a competitive roster of intellectual property, leaving others in Hollywood—and even AI—feeling envious?
That’s right, it’s Stitch from Lilo & Stitch, and his triumph is intentional.
“When you examine our most iconic characters, they are often fun, silly, and a bit rambunctious, yet they always end up doing the right thing. Stitch embodies that,” states Asad Ayaz, The Walt Disney Company’s chief brand officer, in an interview with The Hollywood Reporter. “His relatable flaws make him delightful; sometimes naughty, but always earnest. That sense of authenticity creates a character that resonates culturally across ages.”
Stitch has seamlessly become a cross-generational icon for Disney, with millennials who grew up with him sharing his charm with their children. The 2025 live-action Lilo & Stitch remake dominated the box office as the year’s highest-grossing film, raking in $1.04 billion, before being surpassed by another Disney feature, Zootopia 2.
Amidst Disney’s releases of a Fantastic Four reboot, a Tron sequel, and a live-action Snow White, it was Stitch who stole the show. When the live-action film launched on Disney+ in September, it garnered 14.3 million views within the first five days, marking the second-best debut for a live-action film. Moreover, related content accumulated over 640 million viewing hours prior to the sequel’s release.
Disney’s prowess in bringing these franchises to life and ensuring their continual availability for purchase has been pivotal. Walt Disney’s 1957 strategy blueprint illustrated how films could fuel theme parks, shows, music, and merchandise—a strategy exemplified perfectly by Stitch.
Having first appeared in 2002’s Lilo & Stitch, Disney quickly capitalized on its success with attractions at Disney World, such as “Stitch’s Great Escape.” Merchandise linked to Stitch has been available for over two decades, but the latest live-action film propelled sales beyond $4 billion during the fiscal year of 2025.
“This remarkable popularity underscores the franchise’s enduring nature and highlights our strategy to invest in beloved characters and stories,” remarked Disney CEO Bob Iger to Wall Street analysts on November 13.
“These interactions emphasize the emotional connection to Stitch,” Ayaz explains. “The new movie rekindled interest in the original on Disney+, while merchandise fosters connection through cherished gifts, and park experiences forge lasting memories.”
The film event, the theme park experiences, and Disney+—coupled with the regular stream of new merchandise—promote year-round engagement, a business model skillfully executed exclusively by Disney. This distinct approach is a key reason many industry giants, like Netflix and Paramount, aspire to claim Warner Bros. In a landscape rife with entertainment options, truly iconic intellectual property remains scarce, and Stitch has undeniably achieved that status.
Remarkably, Stitch has even taken the spotlight from Mickey Mouse, the quintessential Disney character. During last year’s Disney Holiday Magic Tour, Mickey led the events, but this year Stitch took center stage, traveling to over 20 cities with surprises for families in need, while Mickey remains the top merchandise seller.
Stitch made a Broadway debut recently, crashing onto the stage after the cast of Disney’s production of Aladdin finished their bows. He delighted the audience by shouting greetings and showers of confetti while encouraging toy donations for Toys for Tots.
Kids cheered, adults gasped, and Stitch’s appearance earned a standing ovation—quite the accomplishment for an alien who has been part of Disney’s legacy for over 20 years.
“Disney has a rich history of giving back, and ensuring that Stitch’s impact resonates in the real world felt like a natural next step,” concluded Ayaz.
Stitch’s story is more than just about an alien arriving in Hawaii; it symbolizes the entertainment industry’s true worth in intellectual property and enhances the unique legacy of Walt Disney’s initial vision, now perfected by the company. They have mastered what constitutes a compelling character.
“Stitch connects because he’s joyfully imperfect,” Ayaz noted. “His playful mischief and big heart represent how many navigate life—experimenting, faltering, and ultimately returning to ‘ohana. Such authenticity makes him relatable across cultures, embodying the essence of family.”
