In Disney‘s second corporate shift to the entertainment tent in six months — and just before CEO Josh D’Amaro leads its Q3 earnings report tomorrow morning — the company unveiled plans to to move its revenue-rich Consumer Products division.

The shift seeks to create “cohesion across the entire Disney ecosystem and extending the relevance of our franchises for generations,” according to a joint memo today from Thomas Mazloum, chairman, Disney Experiences and Alan Bergman, chairman, Disney Entertainment Studios. To that end, Disney Consumer Products will travel from the Experiences division to Disney Entertainment — specifically under the company’s Studios umbrella.

“Disney Consumer Products will shift the majority of its businesses to Disney Entertainment, sitting within the Studios, beginning October 2026,” the C-Suite duo wrote. “This evolution reflects how these businesses operate today and strengthens that model by more directly linking our consumer products businesses with the creative and business teams behind the content.” The duo said the reorg was a “work in progress.”

Essentially putting the people who create Disney’s IP in the same room as the people who create products based on that IP, the synergy may not be sexy, but it sure as Hell is a very big deal — if for the sheer size and cash involved if nothing else. DCP-licensed products did $63 billion in retail sales in 2025.

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With about two months to go before it all is locked in, details are scant about who the internal merger of sorts will work. We do know that Lisa Baldzicki, who was named DCP prez in the spring, will continue in her role. Baldzicki succeeded Tasia Filippatos as the latter became President of Disney Parks International just after D’Amaro became CEO in March.

On a practical level, today’s DCP announcement looks to be the rare case of a corporate meld where the amount likely redundancies — read: layoffs — is minimal.

Today’s move marks the second time this year a division that used to sit under now CEO D’Amaro in his former Disney Experiences capacity has shifted to Disney Entertainment. Sean Shoptaw, EVP, Games and Digital Entertainment’ and his entire’s division moved over in March.

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Of the new partnership between DCP and the company’s content creators, Mazloum and Bergman observed, “At its best, this work happens when storytelling, commerce and experiences come together from the very beginning, creating cohesion across the entire Disney ecosystem and extending the relevance of our franchises for generations.”

Disney Consumer Products is the world’s top licensor. DCP, today’s memo notes, is “outperforming its nearest competitor by nearly three to one.” The rest of the top five is made up of Authentic Brands Group ($36 billion), People Inc.($27 billion) NBCUniversal ($20 billion), and Hasbro ($17.5 billion).

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