From Apparel to Home Décor, Disney Revamps Licensing Biz

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Character licensing is nothing new to the Disney brand, dating back to Walt Disney licensing the Mickey Mouse image for use on a children’s writing tablet in 1929. Eighty years later, Disney says it has shifted from a strictly licensing business model to a consumer products firm capable of multifaceted strategies for innovation, quality and integrated branding efforts.

The Walt Disney Company’s broad content enables it to offer an almost limitless base of creative material from which to gather inspiration, according to Simon Waters, vp of marketing for Disney consumer products, global fashion and home.

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