THE CODEBREAKER

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 Wars master 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 touch points 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 creating 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 (WIT) Central Florida chapter.

ACHIEVEMENTS UNLOCKED

(CAREER HIGHLIGHTS)

STAR WARS: ULTIMATE STUDIO EDITION COLLECTIBLES

Powered by Prop Shop

Made to order by propmakers at Propshop in Pinewood Studios using digital data collected during filming of Star Wars: The Force Awakens, the production process married cutting-edge 3D printing technology with master craftsmanship to produce an unprecedented level of authenticity to prop replica products for fans.

STAR WARS: BUILD YOUR OWN LIGHTSABER

Disney Theme Parks

Launched original customizable experience for young “Padawans” to build the most iconic Lighstabers in the galaxy or create and build an original design.

STAR WARS X SMS AUDIO HEADPHONES

Featuring 50 Cent

Developed program featuring 50 Cent alongside Lucasfilm to release a series of Star Wars-themed premium headphones.

Powered by Prop Shop

Made to order by propmakers at Propshop in Pinewood Studios using digital data collected during filming of Star Wars: The Force Awakens, the production process married cutting-edge 3D printing technology with master craftsmanship to produce an unprecedented level of authenticity to prop replica products for fans.

STAR WARS X HP SPECIAL EDITION LAPTOP

First of its kind

First laptop to unleash the dark side through power and performance in this Galactic Empire inspired PC. Fully loaded with access to rare Star Wars content and other goodies.