Licensing Mixtape: The Art of Storytelling with The Walt Disney Company

To close Season 3 of The Licensing Mixtape, three franchise leaders from The Walt Disney Company join License Global to discuss how the team create memorable moments for fans across products, games and publishing.

License Global

October 8, 2021


The final episode of The Licensing Mixtape’s third season proudly brings together three franchise experts – Lauren Yenokida, director, franchise development, Lucasfilm and National Geographic; Melissa Lasdon, vice president, franchise development, Disney Princess & Animation and Disney Media, Classics & Entertainment, and Brian Siegel, vice president, franchise development, Marvel, 20th Century and ESPN – to highlight how The Walt Disney Company brings its fan favorites to life. 


The Licensing Mixtape · S3 E9: The Art of Storytelling with The Walt Disney Company

“These characters and stories stick with you after you see the movie or the content, they become a part of your life” says Brian Siegel, vice president, franchise development, Marvel, 20th Century and ESPN. “I’ll use Spider-Man as an example, which is one of my franchises. When kids, or adults, read a book they can become Peter Parker, Miles Morales or Gwen Stacey in their imagination. When they’re playing games, they imagine they’re swinging through New York City. It’s that whole notion of fantasy coming to life.”  

Listen to the full episode for an in-depth insight into franchise plans, the team’s approach to creating moments at retail and growing engagement with the brands fans love. 

The Licensing Mixtape will be back in 2022 with more insights into the licensing landscape, so stay tuned to License Global or subscribe to our channel on Spotify, iTunes, Google Podcasts or Soundcloud to listen to our catalogue of c-level insights from across the brand licensing industry. 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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