Disney Shakes Up Consumer Products Division Amid Tech-Forward Push

Disney is reorganizing its Consumer Products division, shifting it under the Entertainment umbrella and expanding roles for executives Cathleen Taff and Lisa Baldzicki. The restructuring takes effect on October 4.

Taff has been named president of Disney Entertainment, Studios and Consumer Products, reporting to Alan Bergman, chairman of Disney Entertainment, Studios. A 32-year Disney veteran, Taff will lead the incoming Disney Consumer Products businesses and continue to oversee her production services team.

The restructuring comes after CEO Josh D'Amaro said he wants the company to adopt a more tech-forward approach, creating expanded roles in tech and AI. Bergman praised Taff's leadership skills, saying she 'understands how to connect our stories and franchises to the ways fans experience them.'

Baldzicki will continue to lead the Disney Parks merchandise business with expanded responsibility for global parks merchandise. She has been named EVP of Global Experience & Innovation for Disney Experiences.