A look at the playbook created by Walt Disney and refined over a century of theme-park rides becoming movies, movies becoming Broadway shows, and merch coming out of it all, from such indelible IP as 'Snow White,' Marvel and 'The Lion King': 'There’s a psychological response to Disney that other studios don’t have.'
None is more important than the contract signed by Walt Disney and his brother Roy O. Disney on Oct. 16, 1923, to make a series of six-themed cartoons for distributor M.J. Winkler, who booked animated shorts to play before silent movies. The pact marked the founding of the Disney Brothers Studio, which would go through several name and company changes, beginning with Walt Disney Studio in 1926, before resting at its current Walt Disney Co. conglomeration in 1986.
became an overnight sensation. Mickey, who was first sketched by Walt and then refined by animator Ub Iwerks, spawned merchandise, Mickey Mouse clubs and a comic strip, allowing an ambitious and restless Walt Disney to focus on storytelling and creating lasting kid-friendly characters that would become part of the public consciousness.
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