Disney Live-Action President: Why Stitch Represents Disney’s Top Strengths. Stitch, Experiment 626, the Blue Alien Dog, whatever you want to call him, has become a major face of The Walt Disney Company. Just take a walk through the Magic Kingdom here at Walt Disney World and you will pass stores selling Stitch’s face on everything, you can see him in the Character Cavelcade, his face is a gold statue mounted on a wall, he can be spotted running around in a meet and greet, and this summer he will be hosting a DJ party in Tomorrowland.
Disney Lilo & Stitch hits theaters May 23rd, and there are popcorn buckets and sippers, plush, ColorPop makeup, drinks, and a thousand other products. It would be wrong to say Stitch’s popularity may be on par with the head cheese himself, Mickey Mouse, but if you are a Disney fan in any way, those thoughts may be in your head also.
In a recent article from The Walt Disney Company, David Greenbaum, President of Disney Live Action, champions Stitch as a prime example of Disney’s strong approach to content creation. The character, first introduced in the 2002 animated film Lilo & Stitch, has expanded into a franchise with a new live-action movie premiering Friday.
“Stitch is an example of what Disney actually does best,” David Greenbaum, President of Disney Live Action and 20th Century Studios, said. “An extraordinary film from 2002 that becomes a series that then over time creates a real fanship, which leads to us looking at the idea of creating this extraordinary film that we now are going to bring out to the world.”
David Greenbaum continues: “What people may not realize is that Stitch is one of our fastest growing franchises, and he’s global,” Greenbaum said. “There’s equal affinity for Stitch among boys and girls, men and women.”
Stitch’s Enduring Appeal
Since his debut, Stitch has appeared in animated sequels, a television series, and live character interactions at Disney parks like Walt Disney World Resort and Aulani. As a consumer product, the Stitch brand has expanded significantly, showing a 27-fold increase in the past five years. This growth extends beyond the U.S., becoming a global phenomenon. Fans even celebrate “626 Day” annually on June 26, referencing Stitch’s experiment number.
Reintroducing a Familiar Character
Given Stitch’s popularity, the studio focused on presenting the live-action Lilo & Stitch with care and authenticity. Greenbaum praised the creative team for successfully transitioning Stitch from animation to live-action.
The new film features Maia Kealoha as Lilo and Sydney Agudong as Nani. Chris Sanders, the original voice of Stitch and co-director of the 2002 film, returns to voice the character.
To build excitement for the film’s release, Disney’s marketing efforts have been extensive, with Stitch appearing at Disney’s 2025 Upfront presentation, on large billboards, and in a Super Bowl commercial that garnered over 170 million views within 24 hours.
Universal Connection
Stitch’s appeal spans generations. Greenbaum noted that many adults who watched the original film as children now want to share it with their own families.
Greenbaum attributes Stitch’s broad appeal to his distinct personality: “mischievous yet cuddly.” He believes this blend of troublemaker and sweetness resonates with audiences.
The live-action Lilo & Stitch, like the original, emphasizes the Hawaiian concept of “ohana,” meaning family. Greenbaum describes the film as having both heart and humor, providing a joyful and uplifting experience for viewers.
Disney Live-Action President: Why Stitch Represents Disney’s Top Strengths
