Disney partners with TikTok to allow creators to use franchise assets

Disney has announced a partnership with TikTok that marks a strategic shift in how the entertainment giant manages its intellectual property. Under the agreement, selected content creators will gain official access to assets and clips from major franchises, including Marvel, Star Wars, and Pixar, to use in short-form videos.

In addition to TikTok, selected creator content will be featured on ‘Verts’, a new section within Disney+ dedicated to vertical formats and fan creations. The program will initially launch in the United States before a potential international rollout. Participating creators may receive special rewards, increased visibility, and opportunities for career development.

Asad Ayaz, Disney’s marketing and brand lead, noted that fans play a vital role in how the company’s stories are shared today, stating, “The best storytellers are, first and foremost, fans.” This move signals Disney’s intent to leverage the creator economy to engage younger audiences who increasingly discover content through social media rather than traditional channels.