Cathleen Taff will lead Disney’s studios and consumer products, and Lisa Baldzicki takes a new role over parks merchandise, as Disney’s licensing business moves to the Studios side Oct. 4.
Disney just filled in the names on a big org chart change, and it affects who runs the toy aisle.
Cathleen Taff is taking over as president of Disney Entertainment Studios and Consumer Products, and Lisa Baldzicki moves into a new role overseeing parks merchandise, according to an internal memo reported Tuesday by Variety, Deadline and TheWrap.
The shuffle goes into effect Oct. 4.
What is changing at Disney Consumer Products?
Disney is splitting the business in two.
Global licensing and publishing, the part that puts Disney characters on toys, clothes and books made by other companies, moves under Disney Entertainment Studios.
Parks merchandise, plus Disney Store and DisneyStore.com, stays with Disney Experiences, the division that runs the theme parks and cruise line.
Disney announced that structure back in August. Tuesday’s news is about who’s in charge of each piece.
Who is Cathleen Taff?
Taff is a 32-year Disney veteran. She previously led production services, franchise management and theatrical distribution, which means she’s spent years deciding how Disney’s movies get released and marketed.
In the new job, she reports to Alan Bergman, chairman of Disney Entertainment Studios.
“Cathleen has been an invaluable partner and leader within our team, bringing the same creativity, rigor, and collaborative spirit to everything she does,” Bergman said in the memo, as reported by TheWrap.
Who is Lisa Baldzicki?
Baldzicki has been president of Disney Consumer Products. She’s moving into a newly created role, executive vice president of global experience and innovation, reporting to Thomas Mazloum, chairman of Disney Experiences.
She keeps responsibility for merchandise and retail at the parks.
“Lisa is a proven leader who brings together industry expertise, strategic vision, and a genuine passion for Disney storytelling,” Mazloum said, per TheWrap.
Does this change anything for park guests?
Not really. The merchandise you buy in the parks and at Disney Store stays under the same division it’s always been in.
What’s moving is the behind-the-scenes licensing business, the deals that put Mickey on a lunchbox made by another company. You won’t notice a difference walking into the Emporium.
Why is Disney moving licensing to the Studios?
Disney’s stated reasoning in August was about keeping its franchises lined up. The company said the goal is “cohesion across the entire Disney ecosystem and extending the relevance of our franchises.”
In other words, Disney wants the people making the movies to have a closer hand in the merchandise those movies create.
What else has changed at Disney this year?
A lot. Josh D’Amaro took over as CEO from Bob Iger in March, and the company has been reshuffling ever since.
Just last week, Disney handed sole leadership of Disney+ and Hulu to Adam Smith, with Joe Earley moving over to run TV.
There have also been multiple rounds of layoffs in 2026, with reports of more before October. That’s the backdrop here, even though this particular change is about structure rather than cuts.
Is Disney Consumer Products going away?
No. The name stays on Taff’s new title, and the business is still very big. Disney’s licensed products generate tens of billions of dollars in retail sales each year.
It’s just being split between two bosses now: one who thinks about movies, and one who thinks about the shop at the end of the ride.
Article compiled with the help of the Pirates & Princesses newsroom.
Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.
Hat Tips:
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TheWrap (Sept. 22, 2026), the executive moves and the Alan Bergman and Thomas Mazloum quotes
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Variety and Deadline (Sept. 22, 2026), the memo and reporting details
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Laughing Place and WDW News Today (Sept. 22, 2026), additional confirmation
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WDW News Today (Aug. 5, 2026), the original announcement of the structure change
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The Hollywood Reporter (Sept. 18, 2026), the Disney+ and Hulu leadership change
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