Tracy Thurman

Tracy Thurman currently serves as a Design Director at Disney, where she leverages her extensive 25-year background in toy and consumer products design to lead innovative projects that resonate with audiences worldwide. In her role, Tracy oversees the creative development and execution of hard lines product design across Disney’s diverse portfolio, including The Disney Store, Shop Disney.com, Disney Parks and Resorts, and a variety of global mass and specialty retail partners. Her expertise in industrial design, brand development, and concept creation enables her to craft compelling, high-quality products that bring beloved Disney characters and stories to life.

One of Tracy’s key contributions has been her leadership in the development of over 600 SKU’s annually, spanning Disney’s film and content franchises. Her strategic approach combines design thinking with a deep understanding of consumer insights, ensuring that each product not only aligns with brand standards but also captures the imagination of children and collectors alike. Tracy’s experience in brand licensing and creative direction allows her to seamlessly integrate storytelling elements into product design, elevating Disney’s offerings in a competitive marketplace.

Her role also involves collaborating closely with cross-functional teams—including marketing, manufacturing, and licensing—to ensure that product concepts are innovative, manufacturable, and aligned with brand vision. With her keen eye for industrial design and her ability to manage complex projects from concept to production, Tracy continues to push the boundaries of toy and consumer product innovation, strengthening Disney’s position as a leader in the industry.