History
Disney Consumer Products was incorporated with the State of California in 1986.
The first Disney Store opened in the Glendale Galleria, Glendale, California on March 28, 1987. On October 12, Disney agreed to a licensing contract with Mattel for a Disney Character infant and preschool toy line. On November 11, 1991, Mattel and Disney extended the 1987 agreement adding Pinocchio, Bambi, Dumbo, It's a Small World, and the Autopia to the toy line.
In 1994, DCP ended an exclusive licensing agreement with Sears for Winnie the Pooh. Three distinct product lines were created for Pooh: Disney Pooh, based on the Disney red shirted tan bear cartoon version; 100 Acre Collection, a more upscale line for department stores and the Classic Pooh line based on the original A.A. Milne books' Ernest H. Shephard illustrations.
Disney's and McDonald's ten-year cross-promotional agreement began on January 1, 1997.
By 1998, Pooh outsold Mickey Mouse $316 million to $114 million through November of this year in just-licensed-toy sales. By replacing Sears with 100 of licensees including Mattel, Hallmark, Timex, Tupperware and Royal Daulton, DCP has since increased Pooh product lines from $390 million to $3.3 billion.
In December 1999, Andrew P. Mooney became the head of DCP. He created the Disney Princess and the Disney Fairies brands. He also developed the Disney Couture fashion line, Walt Disney Signature furniture, a princess-inspired bridal gowns line, and lines based on the Pixar films, Toy Story and Cars. Disney licensed Motorola for cordless phones and two way handset radios in August 2002.
Consumer Products also begin expanding licensing in the food category in the 2000s. DCP agreed to a licensing agreement with Kellogg Company for a Kellogg's Disney cereal line launched in February 2002—Kellogg's Disney Mickey's Magix, Kellogg's Disney Hunny Bs, and Kellogg's Disney/Pixar Buzz Blasts. In May 2003, DCP and Wells' Dairy launched a Disney branded dairy line with a variety of new ice creams, frozen novelties and yogurt products. In May 2005, DCP licensed Krogers the Old Yeller name to sell dog food.
In 2008, Disney purchased back its Disney Stores from The Children's Place. On June 5, 2008, Disney Interactive Studios is transferred out of DCP to the Disney Interactive Media Group.
John Lasseter of Pixar became a creative advisor to DCP in 2009 after already assisting on Cars products. Lasseter pushed to an end to "label slapping", which is using a popular movie to sell unrelated generic toys. The Disney Princesses franchise has generated more than $4 billion in retail sales worldwide. The Cars sequel was approved for a 2011 debut despite the original being panned by the critics and one of the lowest grossing Pixar film as its licensed products have done well. Mooney stepped down as DCP chair in September 2011. With Robert Chapek being appointed president of DCP, DCP expanded its responsibility to include all retailing, distribution and licensing for Marvel, Pixar, video discs and video games.
Swampy the Alligator from Where's My Water? was the first Disney Interactive Media Group original character to get the merchandising treatment by 2012.
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