Why Stitch is Disney’s top-selling character in 2025: The rise of a blue alien icon
More than two decades after Lilo & Stitch premiered, the mischievous blue alien has become a multi-generational retail phenomenon, outshining even some of Disney’s most iconic characters.
When Disney released Lilo & Stitch in 2002, the animated film was a moderate box office success, beloved for its quirky tone and heartfelt story. But few could have predicted that over 20 years later, Stitch—the mischievous alien protagonist—would become one of the most recognizable and commercially successful characters in Disney’s modern portfolio.
Today, Stitch is a merchandising powerhouse, appearing on everything from yogurt containers to fashion accessories and collectible toys. His broad appeal spans generations and demographics, with fans ranging from elementary school children to adult collectors. Stitch has achieved this status not through blockbuster sequels or high-profile reboots—at least not until now—but through the enduring charm of his rebellious, endearing person.
The rise of Stitch: From Animated Sidekick to Global Icon
Few characters have arisen to prominence in such an untraditional way, with Stitch's story particularly quirky. The original film earned a commendable $273 million at the global box office, but the character himself sat quietly for years, appearing only in direct-to-video sequels and only once in a theme park attraction with a brief run. However, merchandise with the character started to sell with a modest uptick based on his distinctive look, random behaviors, and his emotional relationship with Lilo, his human companion.
Over the past few years, Disney has leaned hard into Stitch-based products. He appears in collections with major retailers like Primark and Five Below, in themed product categories from toys to technology. Disney has also expanded his character-led product campaigns with themed products, like “Stitch Crashes Disney” and various seasonal drops, that began to blur into Stitched-based products, sometimes overshadowing characters like Mickey Mouse. As the new live-action version of the film releases on May 23, he is anticipated to become even more popular as more product waves roll out.
A mascot for the mischievous and misunderstood
A major reason for Stitch's long-lasting popularity is that he is an adorable misfit. Where so many Disney characters are clean and polished, Stitch works inside of chaos. He is erratic and has a rebelliousness that gives him more relatability, especially for those who do not aspire to the standard of hygiene of Disney's more traditional characters. Co-director of Lilo & Stitch Chris Sanders remarked that Stitch exists in the moral "zone that we all exist in," one that resonates with fans and creative artists because it spans two extremes, good and bad.
This relatability appears to allow Stitch to cross cultural and generational lines. For example, toy manufacturers have said that nearly 50% of their sales of Stitch merchandise come from fans over the age of 13, with many of these fans being either female Gen Zers or parents looking to relive the nostalgia of their childhood. TikTok creators have dedicated their accounts solely on Stitch merchandise, and many collectors of Stitch merchandise have thousands of items. For many of Stella's fans, Stitch is not simply a character, but a friend or companion in their life—similar to Lilo herself for child fans that may feel they don't belong.
The missing piece: Where is Lilo?
Unlike Stitch, who has the advantage on Disney's merchandise table, his human counterpart, Lilo, never quite makes it onto product afterproduct. Lilo's role in the emotional heft of the original film has her functionally present in that first movie, yet Lilo is given far less product placement than Angel, Stitch's pink, female counterpart, in various series that both preceded and followed Lilo's initial release on film. Some fans debate whether this is a reflection of marketing aspirations over the visual nature of Stitch and his commercialism at the expense of the story upon Stitch's introduction.
This relationship, in many children's minds, remains pivotal. Content creators and fans alike have noted the stories of childhood loneliness often associated with Lilo that allows children to roleplay the element of belonging through the Lilo-Stitch connection. While Stitch is the more marketable image, the Lilo-Stitch connection remains the emotional weight that is likely to be tapped into in greater ways as Disney brings back the duo through it's live-action remake.
