Despite its remarkable accomplishments in the entertainment industry, Disney relentlessly strives for integrated innovation and collaboration to strengthen its brand in an ever-evolving landscape. This commitment was vividly showcased at The Walt Disney Company's Greater China Consumer Products Showcase 2026, held in Shanghai on Sep. 10.

Guests and partners cheer for Disney executives, characters and performers on stage during The Walt Disney Company's Greater China Consumer Products Showcase 2026 held in Shanghai on Sept. 10, 2025. [Photo courtesy of The Walt Disney Company]

Themed "Blockbuster Stories, Powerful Partnerships," the showcase marked a triumphant celebration, drawing over 4,000 guests and partners and setting a new record for the event's scale. It featured an impressive lineup of presentations and exhibits — ranging from advanced consumer insights and innovative business strategies to the latest product trends and creative designs — highlighting marketing initiatives centered on Disney's iconic character story franchises.

"Even in today's crowded entertainment space, Disney remains the most cherished brand of all time. Our global reach is unparalleled… and thanks to you, we were once again named the number one licensor in the world with $62 billion in annual retail sales," Tasia Filippatos, president of Disney Consumer Products at The Walt Disney Company, told crowds.

Filippatos noted that as a global organization, Disney is grounded in the belief that good ideas can come from anywhere, with the Asia-Pacific region continuing to lead in creativity and innovation.

"We continue to believe strongly in the power and the potential of our licensing business here in China," she said. "No matter where in the world you go, we are operating in rapidly changing industries and must continuously evolve to meet the needs of today's consumers and anticipate the expectations of tomorrow."

Kermid Rahman, senior vice president and general manager for Disney Consumer Products in Asia Pacific, took this opportunity to express his deep gratitude for all partners' support over the years.

"Together, we have not only grown but also turned aspirations into reality and celebrated remarkable achievements," he said. "More importantly, together, we have weathered challenges and overcome obstacles. As head of the APAC region, my commitment is to empower you to collaborate even more seamlessly with Disney and to support your endeavors on an ever-broader stage."

Alex Lin, the new vice president and general manager for Disney Consumer Products in Greater China and Korea, outlined her priorities on stage. With 15 years of experience in China, she emphasized strengthening retail to drive growth by expanding her team and launching innovative products through the right channels. She also committed to supporting licensee partners in overseas markets, noting the cross-border initiative launched two years ago now includes more than 70 partners.

"As one of the world's largest family entertainment companies, we will stay true to our mission — to create happiness for everyone!" she said.

Disney continues to perform strongly and advance across various fields with exciting endeavors. It leads the theme park industry, welcoming more than 140 million global guests annually. While Shanghai Disney Resort is constructing a new Spider-Man themed land and new hotel, the company also recently announced a new park in Abu Dhabi. The cruise line is also growing, adding new ships to the fleet, including the Disney Adventure, its first ship based in Asia.

The international conglomerate is exploring innovative ways to integrate its brand into more areas. This includes an unexpected fashion show with Coperni at Disneyland Paris in October 2024, a special "Toy Story" 30th anniversary collection with local brands at Shanghai Fashion Week, and a new two-year partnership with Formula 1, bringing Mickey and Friends to the racing circuit. Disney also enhances digital engagement through successful game titles like "Marvel Rivals," developed with NetEase Games in China, which has attracted millions of fans worldwide.

The stage parade also showcased significant upcoming film projects, including "Avatar: Fire and Ash," "Tron: Ares," "Spider-Man: Brand New Day," "Zootopia 2," "Avengers: Doomsday," and a sequel to the highly successful live-action "Lilo & Stitch." This is already gaining serious attention, with visible enthusiasm and anticipation among attendees. These releases will be accompanied by extensive merchandise lines, creating vast collaborative potential.

Partner representatives tour an exhibition with a giant Mickey Mouse installation before The Walt Disney Company's Greater China Consumer Products Showcase 2026 held in Shanghai on Sept. 10, 2025. [Photo courtesy of The Walt Disney Company]

Before guests and partners gathered for on-stage presentations, they explored the event's special exhibition. The immersive space showcased captivating displays from Disney-owned brands and franchises such as Disney, Pixar, Marvel, and Star Wars. Standout features included a towering seven-meter-tall Mickey Mouse installation, state-of-the-art projections, and a variety of interactive experiences. The exhibition also highlighted the newest products from numerous brands and licensees, spanning many facets of daily life.

Filippatos shared the secrets to how the Disney brand not only stays relevant, but continues to push boundaries." Through our brand collaborations, we are evolving our characters and stories to engage today's audiences and creating standout moments that 'only Disney can do,'" the top executive added.