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

Three franchise leaders discuss how Disney taps into its powerful ecosystem to create constant memorable moments for its fans across products, games and publishing.

License Global

October 7, 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 and Animation and Disney Media, Classics and 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.

“These characters and stories stick with you after you see the movie or the content, they become a part of your life” says Siegel. “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.” 

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, stay tuned for the full episode on Monday, Oct. 11. 

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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