Disney Taps Joss Hastings to Lead Marketing for Consumer Products
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The Walt Disney Company has appointed Joss Hastings as senior vice president of marketing for Disney Consumer Products (DCP), placing her in charge of the division's worldwide marketing efforts. The move comes as Disney shifts DCP from its Experiences division into its Entertainment division this autumn, a change the company says will bring the monetisation of its intellectual property through consumer products closer to the studios that create it.
Hastings, previously a vice president of marketing who worked on Disney's global Formula One partnership and its collaboration with Vogue, will report jointly to Disney's chief marketing and brand officer Asad Ayaz and DCP president Lisa Baldzicki. Her promotion comes as DCP looks to further integrate Disney's franchises with products ranging from toys and games to trading cards and clothing, with a wave of new products expected to be unveiled at Disney's D23 conference in Anaheim this weekend.
- Joss Hastings named senior VP of marketing for Disney Consumer Products.
- DCP is moving from Disney's Experiences division to Entertainment.
- New products expected at D23 conference in Anaheim this weekend.
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Disney Consumer Products is the arm of the Walt Disney Company that turns its characters and stories into physical goods, from toys and clothing to trading cards. It sits alongside other Disney divisions such as its theme parks business and its film and television studios, and works out licensing and product deals based on the company's franchises.
Disney is reorganising this division, moving it from the part of the company that runs its parks and experiences into the part that runs its studios and entertainment output. The stated aim is to link product marketing more closely with the teams that actually create the films, shows and characters being sold. This restructuring is due to take effect in autumn 2026.
Key figures in the division include Lisa Baldzicki, who leads Disney Consumer Products, and Asad Ayaz, Disney's chief marketing and brand officer, both of whom oversee marketing decisions for the unit. Disney also holds D23, a periodic fan convention in Anaheim, California, where it typically previews upcoming films, shows and merchandise to the public.
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