Disney Consumer Products collaborates with numerous licensees worldwide, a feat that could easily stifle creativity. However, Bobby Kim, also known as Bobby Hundreds, views this scale of collaboration differently. Having previously worked on 30 or 40 collaborations at The Hundreds, he now navigates hundreds of relationships and friendships at Disney. Kim recognizes Disney’s prowess in collaboration, dubbing the company as the “king of collaboration.”
Kim’s fascination with Disney extends beyond the mainstream blockbuster franchises to what he refers to as the “B characters” – the lesser-known, yet emotionally resonant figures that thrive in subculture. He highlights how in Asian markets like Tokyo and Shanghai, characters like Bianca from “The Rescuers” and Lucifer from “Cinderella” are elevated into entire product universes, detached from their original narratives.
Delving deeper into the realms of obscure Disney characters, Kim expresses his penchant for unearthing undiscovered universes and sharing them with the world. He emphasizes the importance of driving trends rather than merely following them, leveraging Disney’s weight as a company and the influence of its iconic brands.
In a bid to make Disney’s product archives more accessible to fans and designers, Kim emphasizes the significance of vintage Disney collectibles and the subculture surrounding them. He draws parallels between the collectibles market and streetwear culture, recognizing key figures within the community who shape these narratives.
Looking ahead to Mickey Mouse’s 2028 centennial, Kim adopts an outsider approach in reimagining the iconic character. While Mickey embodies a squeaky-clean, universal logo, Kim aims to imbue him with imperfections, emotions, and relatability to resonate with younger consumers seeking characters with depth and authenticity.
Fashion and beauty emerge as pivotal tools in reframing Disney stories and characters, with Kim spearheading high-end collaborations while acknowledging the importance of partnerships with brands across the spectrum, from luxury to mass market. He emphasizes the value of meeting consumers where they are, ensuring that Disney remains culturally relevant and inclusive.
As Kim continues to steer Disney’s product design and collaborations towards innovation and authenticity, his vision for Mickey Mouse as a relatable friend and guide reflects a nuanced understanding of evolving consumer preferences and storytelling in the digital age.
