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In a surprising twist that highlights the enduring power of nostalgia and character-driven storytelling, Disney has revealed that Lilo & Stitch is on pace to become the company’s second-largest licensed merchandise franchise this year, trailing behind only Mickey Mouse himself.
Credit: Disney
Mickey Mouse Replaced!
More than two decades after the film’s original release in 2002, Stitch, the mischievous blue alien originally dubbed “Experiment 626,” has transformed into a global merchandise icon. From plush toys and apparel to accessories, stationery, and home decor, Stitch-themed items continue to fly off shelves and dominate retail aisles across Disney’s global footprint.
The announcement came during Disney’s latest earnings update, in which the company outlined current merchandising trends and character performance across consumer products. While traditionally dominant franchises like Frozen, Star Wars, Marvel, and Toy Story continue to perform well, it’s Stitch who has seen an explosive surge in global demand, particularly among teens, young adults, and collectors.
Credit: Disney
A New Big Boss?
Though Lilo & Stitch was never one of Disney’s highest-grossing films at the box office, the franchise has proven itself to be one of the most profitable in terms of merchandise. The original animated film grossed $273.1 million worldwide, while the current live-action version is already surpassing $1 billion worldwide. Stitch’s unique blend of chaos, charm, and cuteness—paired with the film’s themes of family, belonging, and identity—has helped him transcend generations, becoming a fan-favorite character in Disney Parks and stores around the world.
Stitch’s popularity has also been amplified through social media, where the character remains a staple in fan art, TikTok trends, and Instagram reels. At Disney Parks, he appears on everything from Minnie ears to Loungefly bags, and continues to headline meet-and-greet experiences, limited-time events, and themed merchandise lines.
The timing of this surge aligns with heightened attention on the Lilo & Stitch franchise due to Disney’s upcoming live-action adaptation, which has already generated significant interest online despite production delays. With a new generation poised to discover Stitch through the reboot, Disney is poised to further capitalize on the character’s merchandising momentum.
Disney says that Lilo & Stitch is on track to become the company's second-largest licensed merchandise franchise this year behind only Mickey Mouse. pic.twitter.com/sWpDqTU16z
— Ashley Carter (@AshleyLCarter1) August 6, 2025
A Notable Achievement
As of now, only Mickey Mouse outpaces Stitch in terms of licensed merchandise revenue, making Stitch the highest-ranking character from Disney’s post-1990s animation era in that category. Notably, Stitch has surpassed other iconic characters such as Elsa, Buzz Lightyear, and even Marvel’s Avengers in current consumer demand.
With the holiday shopping season approaching and more Stitch-themed products expected to launch later this year, Disney seems confident that Stitch will hold his place just behind Mickey on the company’s merchandising throne.
Do you own any Stitch merchandise? Is he your favorite Disney character? Let us know in the comments—and keep an eye out for more Stitch drops in stores and online!
