Time Magazine International Edition

Bob Iger

NOT SINCE SOMEBODY FIGURED OUT THAT YOU COULD ATTACH two black plastic disks to a skull cap and make everyone look like Mickey Mouse has a pair of ears sent such a buzz through a media executive. The new set were green, wing-shaped and attached to a baby space alien. The instant Disney CEO Bob Iger saw them, his heart leapt.

“As soon as those ears popped up from under the blanket, and the eyes, I knew,” says Iger, recalling when he first saw footage of Disney’s newest bankable piece of intellectual property, known to the world as Baby Yoda. He likens the feeling to when he was running ABC’s prime-time TV division and 16-year-old Leonardo DiCaprio showed up on The next moves were obvious: start production on little green dolls and theme-park rides and lunch boxes, then throw open the vaults and clear space

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