The original *Lilo & Stitch* movie from 2002 had a unique marketing campaign that featured the mischievous alien Stitch disrupting scenes from classic Disney films. Chris Sanders, the director and voice of Stitch, came up with the idea to have Stitch invade beloved Disney moments in the ads. Sanders pitched the concept, suggesting that Stitch could appear in place of baby Simba in *The Lion King*’s iconic opening scene.
Despite some initial hesitation from Disney executives, the idea was approved, allowing Stitch to crash into scenes from *The Little Mermaid*, *Aladdin*, *Beauty and the Beast*, and more. The goal was to appeal to a wide audience, intriguing those who might be aging out of Disney films while surprising and engaging die-hard fans. However, not everyone at Disney was thrilled with the irreverent approach.
Some employees were protective of the original films and weren’t happy about leaving materials with the *Lilo & Stitch* team.
Stitch’s playful Disney parodies
There were also challenges with the original voice actors from the classic films.
Sanders recalled that they were professional but not entirely pleased with the concept. Paige O’Hara, the voice of Belle, initially struggled to capture the right tone for her line in the *Beauty and the Beast* ad. Despite the internal hurdles, the Stitch ads were a hit with audiences and became a memorable part of the film’s legacy.
The campaign established a new, slightly irreverent tone for Disney’s marketing that had been successful for competitors like Pixar and DreamWorks. While Disney briefly attempted similar tactics with the new *Lilo & Stitch* film, the efforts were less extensive due to the complexity of bringing back live-action actors years later. Nonetheless, the original *Lilo & Stitch* marketing campaign remains a standout moment in Disney’s history, delighting fans with its clever and surprising approach.
