Step aside, Moana, Elsa and Simba. In recent years, Stitch has quietly become one of Disney’s most popular — and most merchandised — characters.
Eight-year-old Elle Bauerlein of Wake Forest, N.C., is obsessed with Stitch. “Honestly, I think about him all the time. Like, 10 hours every day.”
Her American Girl doll, currently clad in a Stitch onesie complete with alien-eared hood, is technically named Stacy, but Elle prefers to call her “S” in tribute to Stitch. If she had to pick a favorite Disney princess it would be Moana, but only because Moana spends time on beachy activities similar to Stitch. Her pillowcase is Stitch. Her backpack is Stitch. Her Crocs are Stitch.
The third grader was born more than a decade after the 2002 Disney animated film “Lilo & Stitch” was released in theaters, and yet, for the past two years, the rambunctious title character has been a fixture in her life.
She’s not alone.
In an act of belated cultural permeation, Stitch — the destructive but adorable alien experiment who crash-landed in Hawaii and befriended a young girl named Lilo — has become a crucial character in the Walt Disney Company’s modern empire, mainly in the form of a dizzying array of licensed merchandise.
At PetSmart, you can find a Stitch squeaker toy for your dog. The discount chain Five Below has Stitch neck pillows, portable power banks and slime. Stitch clothing and accessories line the shelves at Primark. Yoplait offers berry- and cherry-flavored Stitch yogurt. Even Graceland has a tie-in collection of Stitch pompadoured plushies dressed in various Elvis Presley ensembles. If you’re overwhelmed, don’t worry: There’s also a cottage industry of TikTokers who devote their entire accounts to showcasing the latest Stitch-centric items to their legions of followers.
While Disney does not release official sales data, the company’s annual financial reports for 2023 and 2024 included “Lilo & Stitch” on a short list of nine examples of its “major” licensed properties, putting it on par with classic titans like Winnie the Pooh and Mickey and Friends, and conglomerates like Star Wars and the collective Disney princesses.