In the realm of entertainment and storytelling, few names evoke as much wonder and nostalgia as Disney. For Sybil Crum, a black woman with a deep-rooted connection to Disney, the magic of the company goes beyond animated tales and theme park rides. It’s a story of cultural representation, inclusion, and the power of seeing oneself reflected in the world’s most beloved stories. No wonder she serves as Vice President at The Walt Disney Company. Sybil oversees Disneyland Resort marketing and commercial strategy.

“For 18 years, my mom took her three little girls to Walt Disney World every year,” stated Crum.

Sybil’s story with Disney began long before her professional career. Growing up in South Florida, she was one of three sisters raised by a dedicated teacher mother who believed in the power of education and experience. In 1971, Sybil’s mother received an invitation to preview a new marvel: Walt Disney World. This invitation, extended to teachers in Palm Beach County, marked the beginning of a lifelong enchantment with Disney for Sybil and her family.

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SYBIL CRUM

From that first visit, Disney became a place of wonder and joy. Sybil recalls the excitement of driving under the iconic Disney gates, a journey that transformed ordinary days into extraordinary adventures. This tradition continued throughout her childhood, with frequent trips to the park, making Sybil an unofficial Disney ambassador among her friends.

“Whenever I go under the gates of Walt Disney World, I can almost still hear my sister’s glee. “It still means something to me. My heart still flutters,” stated Crum.

Sybil’s professional journey with Disney began years later, but her love for the company never waned. Working at Disney provided her with more than just a job; it offered a community of dedicated professionals who shared her passion for storytelling and excellence. Sybil describes her colleagues at Disney as “iron sharpening iron,” a team that constantly challenged and inspired her to grow both personally and professionally.

“We want everyone to feel welcomed, invited, and to see themselves in the experience once they get here. We want our stories to reflect the people that we serve, and we serve everyone. We want to expand people’s horizons and help them respect and understand the depth of our experiences,” stated Crum.

One of the most profound lessons Sybil learned at Disney was the importance of the diverse voices and stories the company focuses on. She realized that Disney’s magic isn’t just in the characters and castles but in the inclusive environment where everyone feels welcomed and valued.

We Came to Play: An invitation to all

Sybil’s role in marketing involves making sure people of all backgrounds feel invited and represented, whether through advertisements, events, or the stories told within the parks.

One of the most powerful initiatives by Disney is “We Came to Play.” This campaign is more than just a slogan; it’s an invitation for everyone to experience Disney in their own unique way. Whether it’s seeing the Warriors of Wakanda, Black Panther, or Thor, Disney ensures that visitors can connect with characters and stories that resonate with them.

“What Celebrate Soulfully and specifically, We Came to Play means to me is it’s an invitation, but it’s also an invitation for us to do Disneyland the way we want to do it,” stated Crum.

One notable example is the inclusion of Princess Tiana, Disney’s first black princess. Tiana’s story, rich with themes of resilience, hard work, and dreams, resonates with people from all walks of life. Two black women Disney Imagineers led the creation of Tiana’s Bayou Adventure at Walt Disney World and Disneyland, ensuring an authentic and respectful storytelling of the story. This experience has become a love letter to New Orleans and a testament to the power of representation.

“But what’s really amazing about Tiana’s Bayou adventure is that it resonates with everyone. When I’m in the parks, I see little girls in those Tiana dresses. They come from a variety of backgrounds, and they all love her for her character and beautiful brown skin. These children love her because of who she is,” stated Crum.

Disney Parks’ offer more than just entertainment; they provide opportunities for learning and cultural exchange. Experiences like Lunar New Year celebrations and Dia de los Muertos festivities offer guests a chance to learn about different cultures and traditions. Culturally appropriate and educational, these events broaden guests’ understanding and appreciation of diverse cultures.

A new video showcasing the story of Frederick Douglass and Abraham Lincoln debuted at the Main Street Opera House last year. This is another example of how Disney incorporates educational elements into its attractions. This story, highlighting the profound impact of Douglass on Lincoln, offers guests a deeper understanding of history and the importance of diverse perspectives.

Disney aims to continuously create an environment where all guests can see themselves in the stories and experiences, promoting a broader understanding and appreciation of different cultures.