In an era where audiences crave immersion more than ever, Disney has mastered the alchemy of transforming beloved stories into multidimensional experiences. From blockbuster films to theme park attractions, merchandise, and beyond, the company’s strategy hinges on a simple yet potent idea: storytelling without borders. At the helm of this ambitious vision are Alan Bergman, Chairman of Disney Studios Content, and Josh D’Amaro, Chairman of Disney Parks, Experiences and Products. Together, they’ve redefined what it means to live inside a story—and with a surprise assist from Robert Downey Jr., they’re proving that Disney’s magic lies not just in creating worlds, but in letting audiences inhabit them.
In a rare joint discussion, Bergman and D’Amaro peeled back the curtain on how Disney’s intellectual properties (IPs) fuel a symbiotic ecosystem where films, parks, and consumer products amplify one another. Their insights reveal a company operating at the intersection of nostalgia and innovation, where every character, every scene, and every ride is a thread in a larger tapestry.
The IP Playbook: How Disney Turns Stories Into Universes
For Disney, IP isn’t just a buzzword—it’s the lifeblood of its global empire. “Our stories don’t end when the credits roll,” said Bergman, whose oversight includes studios like Marvel, Lucasfilm, Pixar, and Walt Disney Animation. “They’re designed to evolve, to jump from screens to theme parks, to merchandise, and even into fans’ daily lives. That’s where the real connection happens.”
This philosophy is epitomized by franchises like Star Wars and the Marvel Cinematic Universe (MCU), which have transcended films to become cultural touchstones. When The Mandalorian became a streaming phenomenon, its breakout character, Grogu (“Baby Yoda”), wasn’t just a CGI creation—he was swiftly immortalized in plush toys, theme park meet-and-greets, and even as a puppet in Disney+’s immersive Star Wars: Galactic Starcruiser experience. “The goal is to create moments that resonate everywhere,” Bergman explained. “A child watching Frozen should feel like they can step into Elsa’s ice palace, whether that’s through a ride at Epcot or a VR experience at home.”
Josh D’Amaro’s role is to ensure those transitions feel seamless. “Parks are where stories become physical,” he said. “When you walk into Avengers Campus or Galaxy’s Edge, you’re not a spectator—you’re part of the narrative.” This demands meticulous collaboration between filmmakers and Imagineers. During the development of Star Wars: Rise of the Resistance, directors J.J. Abrams and Rian Johnson consulted on ride mechanics to ensure alignment with the films’ pacing and stakes. “The ride isn’t a recap of the movies,” D’Amaro noted. “It’s a new chapter in the saga, with you as the hero.”
Robert Downey Jr.’s Surprise Role: Bridging Screens and Realities
While Bergman and D’Amaro steer Disney’s IP machine, occasional star-powered collaborations add sparkle to the strategy. Enter Robert Downey Jr., whose iconic portrayal of Tony Stark/Iron Man made him a linchpin of the MCU—and an unexpected ally in expanding its theme park presence.
During the 2023 reopening of Avengers Campus at Disney California Adventure, Downey made a surprise appearance, not as himself, but in character as Stark, holographically “teleporting” into the park to recruit guests for a mission. The stunt blurred the line between fiction and reality, thrilling fans and underscoring Disney’s commitment to authenticity. “Robert’s cameo wasn’t a gimmick,” Bergman emphasized. “It was a narrative device. Tony Stark is the MCU’s architect, so who better to welcome fans into his world?”
For Downey, the project was a natural extension of his decade-long journey with Marvel. “Tony’s legacy is about innovation and legacy,” he remarked. “Having him ‘interact’ with park guests lets us explore what he’d do post-Endgame. It’s storytelling in 360 degrees.”
The Imagineering-Filmmaking Symbiosis
The synergy between Disney’s creative divisions is no accident. Bergman and D’Amaro described a “constant dialogue” between studios and Imagineers, often beginning years before a film’s release. When Black Panther was in early development, Imagineers were already brainstorming how Wakanda could translate to parks. “We discussed Vibranium-based ride tech and how to showcase the film’s Afrofuturist design,” D’Amaro recalled. “It’s not about slapping a logo on a rollercoaster—it’s about deepening the mythology.”
This collaboration extends to casting. Voice actors from Zootopia reprise their roles for theme park attractions, while Frozen’s Idina Menzel recorded new music for Epcot’s Frozen Ever After ride. “Consistency is key,” Bergman said. “A character’s voice, their mannerisms—these details make the world feel continuous.”
Challenges: Avoiding “IP Fatigue” While Scaling Magic
With great IP comes great responsibility. As Disney’s portfolio grows—encompassing everything from Avatar to 20th Century Studios’ titles—the risk of oversaturation looms. “Not every story needs a ride, a toy line, and a TikTok dance,” D’Amaro admitted. “We’re selective. The question is always: Does this expand the story in a meaningful way?”
Bergman pointed to Encanto as a case study in restraint. Despite its explosive popularity, Disney resisted rushing a Mirabel-themed ride. Instead, they focused on smaller-scale integrations, like a sing-along river cruise at Magic Kingdom and collaborations with Latin American artisans for merchandise. “We let the audience guide us,” Bergman said. “When fans demanded more Encanto, we listened—but we honored the story’s cultural roots.”
The Future: Personalization, AI, and Beyond
Looking ahead, Bergman and D’Amaro teased ambitious plans to make Disney’s IP-driven experiences even more personalized. Imagine a Star Wars land where an AI-powered app adjusts interactions based on your knowledge of the lore, or a Loki-inspired attraction where your choices alter the storyline. “Technology lets us tailor magic to individual guests,” D’Amaro said.
But both leaders stressed that innovation must serve emotion. “A dad building a droid with his kid at Galaxy’s Edge—that’s not about the tech,” D’Amaro said. “It’s about creating memories. Our job is to foster those moments, whether through a jaw-dropping VR experience or a simple hug from Mickey.”
Conclusion: The Never-Ending Story
For Disney, the IP-driven model isn’t just a business strategy—it’s a promise to keep stories alive across generations. As Bergman put it: “Great characters never retire. They find new ways to inspire.” With leaders like Bergman and D’Amaro at the wheel, and icons like Robert Downey Jr. bridging eras, Disney’s empire of imagination shows no signs of slowing down.
In the end, the magic isn’t in the IP itself, but in how it makes us feel: like heroes, like explorers, like part of something bigger. And as long as Disney keeps weaving that spell, audiences will keep coming back—to the movies, to the parks, and to the stories that never truly end.