Throughout her career, Anita Castellar has been closely tied to the Star Wars franchise and its fandom. Beginning her career as a Product Developer for Toys in the Disney Theme Parks, she created “tangible memories” for kids of all ages, including toys for the Star Wars franchise and Star Tours attraction. One of her most notable accomplishments was the launch of the “Build Your Own Lightsaber” experience which was the first of its kind allowing Guests to build and customize their very own Lightsabers. In 2009 Anita joined the Hasbro toy company, as Global Brand Manager managing the Star Warsmaster toy line. And in 2011, Anita hit the “Fangirl jackpot”, moving to join the Lucasfilm Licensing team leading the Hardlines licensing business for the Star Wars and Indiana Jones franchises. Anita created meaningful touchpoints in consumer products for fans to experience Star Wars in ways that resonated in their daily lives; providing them the opportunity to live out THEIR fandom THEIR way. Most notable campaigns include: Star Wars x Santa Cruz skateboards, Star Wars x SMS Audio headphone campaign (feat. 50 Cent), Star Wars x HP Laptop retail launch, and the Sphero BB-8 app-enabled Droid (the #1 Star Wars toy in 2015). Always seeking ways to innovate in mature categories, the Star Wars: Ultimate Studio Edition eCommerce site offering high-end collectible prop replicas utilizing the cutting-edge technology of 3D printing from the The Force Awakens film. Before launching her company, Anita had most recently returned to the Disney Theme Parks forming part of the merchandise strategy and product development team for the Star Wars: Galaxy’s Edge.
Anita holds a Bachelor’s degree in Business Management with a concentration in International Business and serves as co-chair of the Women in Toys, Licensing & Entertainment(WIT) Central Florida chapter and is the CEO of FanGirl Consulting & Brand Management.