Since the 2000s, Disney Consumer Products has consistently been the most profitable merchandise licensor in the world,[2] generating billions more in retail sales than its main competitors (Warner Bros.

[e][3] DCPI's origins trace back to 1929, when Walt Disney licensed the image of Mickey Mouse for use on a children's books.

[ChWDC 3] The WDE division also hired George Borgfeldt & Company of New York as a licensing agent to make Mickey and Minnie Mouse toys.

[ChWDC 5] That summer of 1930, Disney expanded WDE to England, granting a general license to William Banks Levy for Mickey and Minnie Mouse merchandise.

[ChWDC 17] Also that year on October 28, Kay Kamen, Disney's licensing representative, died in an Air France plane crash over the Azores.

[4] Disney had a food division with products from bread to soft drinks, which was mostly discontinued due to its contract with ABC to produce TV shows and the need not to be in competition with potential advertisers.

[ChWDC 19] Disney Consumer Products was formed in 1985 under Barton K. "Bo" Boyd and[8] incorporated with the State of California in 1986.

[ChWDC 21] DCP purchased Childcraft Education Corp., makers of children's furniture and equipment and owners of retail stores and catalog sales, from Grolier Inc. in April 1988.

[nyt 2] On November 11, 1991, Mattel and Disney extended the 1987 agreement, adding Pinocchio, Bambi, Dumbo, It's a Small World, and Autopia to the toy line.

[ChWDC 22] In March 1992, Disney Stores closed two Mickey's Kitchens as the restaurants were only breaking even while well received by the customers as the company wanted to focus on overseas expansions.

[6] DCP licensing peak in 1997 with 749 Disney Stores worldwide, operating income of $893 million and 4,200 licensees for mostly Winnie the Pooh and Mickey Mouse products plus some popular animated movies.

[nyt 4] In May 1997, the Vermont Teddy Bear Co. filed a copyright infringement suit against Disney over "Pooh-Grams" being similar to its mail-order "Bear-Gram" trademark and logo.

By replacing Sears with 100 licensees including Mattel, Hallmark, Timex, Tupperware and Royal Daulton, DCP has since increased Pooh product lines from $390 million to $3.3 billion.

[6] With Mickey Mouse and other characters on products everywhere and a general retail decline in 2000, DCP had registered operating income of only $386 million.

[lat 2] Mooney had DCP try an Always Fresh labeled women's nightshirts and T-shirts line which attempt to be more mature but failed.

He also reduced the number of licensees in half, sold low sale stores and had staff actively pursuing licensing partners than waiting for proposals.

For example, Mooney, worked to have Fred Segal, a high-end retailers, sell specialty products and opened a sales office near Walmart's headquarters in Bentonville, Arkansas.

At Fred Segal in August, the retailer was test selling Snap watches, with swappable faces and wristbands, with Disney characters with hipper, urban designs.

In Spring 2005, DCP planned to start sell pants and jean jackets under the Disney Denim brand with a cartoon whimsical elements.

[18] Disney purchased the rights to The Muppets and the Bear in the Big Blue House franchises from The Jim Henson Company on February 17, 2004.

[nyt 6] The two brands were placed under control of the Muppets Holding Company, LLC, then as a unit of Disney Consumer Products.

[36] The Cars sequel was approved for a 2011 debut despite the original being panned by the critics and one of the lowest grossing Pixar films as its licensed products have done well.

[37] In 2012, Disney was the world's largest licensor and number 1 in the entertainment category according to the International Licensing Industry Merchandisers' Association for another year with an 80% market share and $39.5 billion.

[nyt 7] On February 23, 2015, Robert Chapek was named chairman of Walt Disney Parks and Resorts, effective that day.

The units were brought together due to increase use of technology on the part of DCP with the announced Playmation toy system and digital publishing by DPW.

The units were brought together due to increase use of technology on the part of DCP with the announced Playmation toy system and digital publishing by DPW.

[55] DCPI moved to address three issues for all franchises, expanding the audience, category expansion & product development and direct-to-consumer.

With Star Wars, DCPI partnered with Lucasfilm Animation for Star Wars Forces of Destiny which features female characters, premieres on DCPI's Disney YouTube channel and supported by apparel, books and toys including a new product type, "adventure figures".

With Ashley Eckstein's Her Universe, Disney Consumer had already work with on expanding Star Wars and Marvel products to girls and women.

[27][28] Complications relating to the production of Tinker Bell, the debut film of the Disney Fairies franchise, led to discussions over the focus of DisneyToon Studios.