Disney merchandising began in 1929 when Walt Disney was approached by a businessman interested in placing Mickey Mouse on the cover of a children’s writing tablet. The Consumer Products segment now extends the Disney brand to merchandise ranging from apparel, toys, home décor and books to interactive games, foods and beverages, electronics and fine art.

Disney Consumer Products is one of the largest licensors in the world. It is divided into Disney Hardlines, Disney Softlines and Disney Toys. Disney Publishing is the world’s number one children’s publisher, with domestic imprints including Hyperion Books for Children, Disney Press and Disney Editions, as well as the number one children’s magazine in the United States, Disney Adventures.

Other businesses under Disney Consumer Products are Buena Vista Games, bringing Disney content to the interactive gaming community; The Baby Einstein Company, which produces developmental media for infants; and the Disney Stores worldwide and Disney Direct Marketing, which includes DisneyStore.com and the Disney catalog.