Bobby Kim has spent more than two decades pushing one idea: a product is never just a product.
At The Hundreds, the LA streetwear brand he co-founded in 2003, T-shirts and hoodies became delivery systems for community, culture and belonging — not just merchandise.
Now, Kim brings that philosophy to the world’s largest licenser as Global Creative Director of Disney Consumer Products, a role that has never existed at The Walt Disney Company before.
Disney Consumer Products generates $62B in global sales, operates across 180 countries and 100 categories, and spans everything from Gucci and GIVENCHY collaborations to $4 Lilo & Stitch socks at Walmart.
This hire isn’t about Disney becoming a streetwear brand.
It’s about recognising that creative leadership now drives commercial value.
As fashion-as-merch accelerates, consumers want more than logos and nostalgia — they want meaning, relevance and cultural fluency.
By appointing Kim, Disney is signalling a strategic shift:
Less “merch”.
More storytelling.
More emotional connection.
In today’s retail landscape, the brands that win aren’t just selling products — they’re building belonging.
And that’s a powerful move.
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