VILLAINTINE’S DAY

February 14th belongs to love. February 13th — that's the Villains' day.

The insight started with something Disney already knew but hadn't acted on: the most passionate fans in the parks weren't there for the princesses. They were there for Maleficent. Ursula. The Evil Queen. Villain fandom was real, deeply felt, and completely uncelebrated.

Then the calendar handed us something: February 13th fell on a Friday. It just felt right.

I developed the concept internally and pushed it through the full approval process — no small thing at Disney, where ideas die in committees. The premise was simple: what if the Villains claimed the night before Valentine's Day as their own? Not a shadow of the holiday. Their holiday.

It started with posters. Limited-edition Villain Valentine's artwork that immediately resonated with the fan community. Then pins — which sold out. Then apparel, merchandise, and an expanding suite of collectibles that grew in scope each year as demand made the case for us.

Eventually, Disney made it official: Villaintine's Day became a formal, recurring event on February 13th — a dedicated celebration with park activations, exclusive merchandise, and a fan base that shows up every year.

One cultural insight. One well-timed date on the calendar. A multi-year revenue driver built from scratch.