Bobby Kim, co-founder of the streetwear brand The Hundreds, has taken on a groundbreaking role as Disney Consumer Products' inaugural Global Creative Director. For over two decades, Kim has championed the idea that products are more than mere commodities; they are vehicles for fostering community, evoking emotion, and forging a sense of belonging. Now, he brings this unique perspective to one of the world's largest consumer product enterprises, Disney, aiming to inject an independent spirit into its extensive retail offerings.
Bobby Kim's Vision: Blending Streetwear Philosophy with Disney's Global Reach
Bobby Kim, a visionary leader from the streetwear scene, has embarked on a transformative journey with Disney Consumer Products (DCP) as its first-ever Global Creative Director. This unprecedented appointment, effective Thursday, March 2025, signals a strategic shift for Disney, which currently commands a staggering $62 billion in global sales across 180 countries and 100 product categories. Kim's mandate is to steer the creative direction of all licensed and Disney Store merchandise, fostering new collaborations and innovative storytelling approaches.
Kim's philosophy, honed during his 20 years at The Hundreds, posits that products should serve as conduits for connection and shared experiences. This ethos is now central to his work at DCP, where he aims to transcend traditional merchandise by embedding deeper narratives and fostering a sense of community around Disney characters. As DCP President Tasia Filippatos articulated, Kim's role is crucial for infusing a fresh, "indie" spirit into the iconic "House of Mouse," making Disney's consumer offerings a key driver of the company's creative engine.
His influence extends across the entire spectrum of Disney's retail presence, from high-fashion partnerships with luxury brands like Balmain and Gucci, to accessible items found at retailers such as Old Navy and Walmart. Kim emphasizes that both ends of this spectrum are equally vital, stating, "A Walmart is no less important than a Coperni." This inclusive approach underscores Disney's commitment to meeting consumers wherever they are, regardless of their purchasing power.
A significant aspect of Kim's strategy involves re-evaluating the conventional "downstream" product development model, where merchandise typically follows a film or series. He advocates for a more "product-first" approach, where the product itself can initiate a story or deepen an existing one. He cites the success of characters like Stitch, whose enduring popularity and multi-billion-dollar business demonstrate that products can cultivate identity and resonate deeply with consumers, especially younger generations, even years after their initial cinematic debut.
Kim also plans to tap into Disney's rich archives, recognizing the significant value in vintage Disney collectibles and "B characters"—obscure yet emotionally resonant figures that often thrive in subcultures. He notes Asia's long-standing appreciation for these characters, which have often been elevated into entire product universes independent of their original narratives. By making these archives more accessible to fans and designers, Kim aims to uncover hidden gems and leverage them to drive new trends.
Furthermore, Kim is focused on redefining iconic figures like Mickey Mouse as the character approaches his centennial in 2028. He envisions Mickey not just as a universal emblem, but as a relatable "friend" or "guide" who can express a wider range of emotions, reflecting the desires of younger consumers for characters who are authentic and imperfect.
In a rapidly evolving technological landscape where AI could blur creative authorship, Kim is passionate about re-centering artists. He believes it is imperative to celebrate and amplify the legacy of Disney's illustrators, designers, and storytellers, such as Walt Disney, Ub Iwerks, and Mary Blair, to add enduring value and heritage to the company. His work also involves significant collaborations in sports, music, and gaming, exemplified by the recent Disney x Formula One collection. Kim sees Disney's universal appeal, embodied by Mickey Mouse, as a unifying force in an increasingly anxious world.
In essence, Bobby Kim's tenure at Disney is about reimagining consumer products as dynamic platforms for connection, creativity, and cultural relevance. He aims to foster an environment where products are not just bought, but experienced, building communities and narratives that resonate deeply with audiences worldwide.