Cathleen Taff Expands Portfolio as President, Disney Entertainment – Studios and Consumer Products
Lisa Baldzicki Steps Into New Role Leading Global Experience & Innovation for Disney Experiences
By Allison Watkinson
TLL Reporter
Disney has just released more details about its major restructuring, which includes putting its licensing division under Disney Entertainment.
Disney now says the shift of Disney Consumer Products under Disney Entertainment-Studios will take effect on Oct. 4, and will entail the appointment of senior managers Cathleen Taff and Lisa Baldzicki to new positions.
Once that happens, the majority of DCP’s global licensing and publishing businesses will sit under Disney Entertainment – Studios. The idea is to align the licensing team more closely with Disney’s creative content groups, while Disney Parks Merchandise, Disney Store, and DisneyStore.com will remain part of Disney Experiences.
The updates were announced by Disney Experiences Chairman Thomas Mazloum and Disney Entertainment – Studios Chairman Alan Bergman.
Those changes will result in an expanded and critical role for Taff, who has been named President, Disney Entertainment – Studios and Consumer Products, reporting to Bergman.
In addition to leading the incoming DCP businesses, she will continue to oversee Production Services, Franchise Management, and Theatrical Distribution for The Walt Disney Studios’ collection of world-renowned entertainment studios, including Disney, Walt Disney Animation Studios, Pixar Animation Studios, Marvel Studios, Lucasfilm, 20th Century Studios, and Searchlight Pictures. She will also continue to lead Disney Theatrical Group and Disney Music Group.
“Cathleen has been an invaluable partner and leader within our team, bringing the same creativity, rigor, and collaborative spirit to everything she does,” said Bergman. “As we bring Disney Consumer Products’ licensing and publishing businesses into Disney Entertainment, there’s no one better suited to guide this next chapter.
“She understands how to connect our stories and franchises to the ways fans experience them, and she’ll ensure these businesses continue to grow with the same focus and excellence she’s brought to Studios.”
Taff is a 32-year Disney veteran who has held a range of senior executive roles within Studios. Her Studios purview includes its technology and operations, labor relations, and franchise groups, as well as Disney’s stage production and music arms.
Disney says that, as leader of Disney’s theatrical distribution team, she oversaw two of the biggest years in worldwide box office history, including a record $11 billion in 2019, and the release of seven billion-dollar films over the past three years, including Inside Out 2, Deadpool & Wolverine, Moana 2, Lilo & Stitch, Zootopia 2, Avatar: Fire & Ash, and this summer’s Toy Story 5.
Baldzicki will continue to lead the Disney Parks merchandise business as Executive Vice President, Global Experience & Innovation, but with expanded responsibility for global Parks merchandise, as well as the owned-and-operated retail businesses. Those include all Disney Store locations worldwide and the online ecommerce portal, DisneyStore.com. Baldzicki will report directly to Mazloum.
Disney says the expansion of Baldzicki’s role builds on her track record of transformational leadership.
That leadership will be put to the test as Baldzicki’s vision will guide the future of the company’s wildly successful location-based entertainment business. Disney says she will be leading a newly formed team that will identify emerging trends and opportunities, and be responsible for the implementation of successful ideas across the Disney Experiences global portfolio.
“Lisa is a proven leader who brings together industry expertise, strategic vision, and a genuine passion for Disney storytelling,” said Mazloum. “I’m thrilled to have her in a new role where her unique ability to anticipate what resonates with consumers and translate those insights into meaningful experiences that can scale will help shape the future of our businesses across Disney Experiences.”
Baldzicki is a global retail and merchandising senior executive with nearly three decades of deep industry experience leading consumer-facing businesses across wholesale, vertical retail, and hospitality environments globally.
She previously served as Senior Vice President, Parks Product Development & Retail, where she defined the vision and business strategy for product and retail portfolios across U.S.-based Disney parks and Disney Signature Experiences.
Disney Moves Its Consumer Products Division Under Disney Entertainment