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Disney Consumer Products
Disney Consumer Products, Inc. (DCP) is the retailing and licensing subsidiary of the Disney Experiences segment of the Walt Disney Company. Previously, Consumer Products was a segment of Disney until 2016, then a unit of Disney Consumer Products and Interactive Media (2016–2018).
Since the 2000s, Disney Consumer Products has consistently been the most profitable merchandise licensor in the world, generating billions more in retail sales than its main competitors (Warner Bros. Discovery Global Consumer Products, Universal Products & Experiences, and Paramount Consumer Products).
Its five main brands include Disney, Pixar, Marvel, Star Wars, and National Geographic. Other important brands include Disney Parks, Lucasfilm, and 20th Century.
DCP's origins trace back to 1929, when Walt Disney licensed the image of Mickey Mouse for use on children's books. On December 16 of that year, Walt Disney Productions formed the Walt Disney Enterprises (WDE) division to handle merchandising.
The Mickey Mouse doll production by Charlotte Clark started shortly after in January 1930. The WDE division also hired George Borgfeldt & Company of New York as a licensing agent to make Mickey and Minnie Mouse toys. Borgfeldt & Company in turn set to work developing other products, granting the first license to Walkburger, Tanner and Company of St. Gall, Switzerland, for Mickey and Minnie Mouse handkerchiefs. That summer of 1930, Disney expanded WDE to England, granting a general license to William Banks Levy for Mickey and Minnie Mouse merchandise.
In 1932 Disney closed a merchandising contract with Herman "Kay" Kamen for sole representation. Early on WDE began to show results. The company's merchandising made the Silly Symphony film Three Little Pigs (1933) its first profit-making animated film.
In 1934, Disney's licensing expanded to hand-crank toy projectors, diamond-studded Mickey Mouse pins, Mickey Mouse toffee in England and a Lionel wind-up train toy, while a patent is received for Ingersoll-Waterbury Clock Company's Mickey Mouse watch.
More companies licensed the Mickey Mouse image. General Foods did so for one year and made $1.5 million on the Post Toasties cereal box. Mickey was the first licensed character on such a product. Clashes with other companies weren't unavoidable, though. Disney filed suit on July 31 against the United Biscuit Company of America, Sawyer Biscuit Company, and the Chicago Carton Company for unauthorized use of Disney characters for animal crackers which lasted for four months and ended in Disney's favor.
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Disney Consumer Products
Disney Consumer Products, Inc. (DCP) is the retailing and licensing subsidiary of the Disney Experiences segment of the Walt Disney Company. Previously, Consumer Products was a segment of Disney until 2016, then a unit of Disney Consumer Products and Interactive Media (2016–2018).
Since the 2000s, Disney Consumer Products has consistently been the most profitable merchandise licensor in the world, generating billions more in retail sales than its main competitors (Warner Bros. Discovery Global Consumer Products, Universal Products & Experiences, and Paramount Consumer Products).
Its five main brands include Disney, Pixar, Marvel, Star Wars, and National Geographic. Other important brands include Disney Parks, Lucasfilm, and 20th Century.
DCP's origins trace back to 1929, when Walt Disney licensed the image of Mickey Mouse for use on children's books. On December 16 of that year, Walt Disney Productions formed the Walt Disney Enterprises (WDE) division to handle merchandising.
The Mickey Mouse doll production by Charlotte Clark started shortly after in January 1930. The WDE division also hired George Borgfeldt & Company of New York as a licensing agent to make Mickey and Minnie Mouse toys. Borgfeldt & Company in turn set to work developing other products, granting the first license to Walkburger, Tanner and Company of St. Gall, Switzerland, for Mickey and Minnie Mouse handkerchiefs. That summer of 1930, Disney expanded WDE to England, granting a general license to William Banks Levy for Mickey and Minnie Mouse merchandise.
In 1932 Disney closed a merchandising contract with Herman "Kay" Kamen for sole representation. Early on WDE began to show results. The company's merchandising made the Silly Symphony film Three Little Pigs (1933) its first profit-making animated film.
In 1934, Disney's licensing expanded to hand-crank toy projectors, diamond-studded Mickey Mouse pins, Mickey Mouse toffee in England and a Lionel wind-up train toy, while a patent is received for Ingersoll-Waterbury Clock Company's Mickey Mouse watch.
More companies licensed the Mickey Mouse image. General Foods did so for one year and made $1.5 million on the Post Toasties cereal box. Mickey was the first licensed character on such a product. Clashes with other companies weren't unavoidable, though. Disney filed suit on July 31 against the United Biscuit Company of America, Sawyer Biscuit Company, and the Chicago Carton Company for unauthorized use of Disney characters for animal crackers which lasted for four months and ended in Disney's favor.