Two years ago Disney wasn’t even planning on releasing Lilo & Stitch in cinemas. Now, according to The Times, the live-action fun is set to become the biggest film of the year – and potentially to beat $1 billion (and Mission Impossible) at the box office.
Disney’s change of heart from only making Lilo & Stitch available via its Disney+ streaming service was made in 2023 after its former president Bob Iger came out of retirement to return as chief executive and immediately re-prioritised theatrical releases.
The growth of Stitch toys and related merchandise sales is behind the success. Last year UK sales of Stitch-themed merchandise grew by more than 300 per cent year on year, according to the market research firm Circana.
Globally sales were estimated to have generated $2.6 billion, up from $200 million in 2019. Toys are now selling at four times the rate that was forecast before the film’s release.
The success was driven by TV series on Disney+ as well as the original 2002 film.
The box office launch was also boosted by a US Super Bowl stunt in February. During the match, which was watched by more than 120 million people, the Stitch character appeared to gatecrash the field, steal a cart and dodge security before crashing into the goalposts.
Further marketing efforts emphasising the alien’s rascally nature followed, including a “Crate of Mischief” immersive experience at Battersea Power Station.
Claire Terry, a senior VP for Disney consumer products, said: “Stitch has transformed from a beloved character into a cultural phenomenon with fans embracing Stitch products from infant to young adult.”
