Walt Disney Enterprises began licensing Disney merchandise in 1929.
The company was established on December 16, 1929, to manage Disney’s intellectual-property rights and commercial licensing. This created a formal business structure for products using Disney characters, stories, names, and artwork.
The move came soon after Mickey Mouse became a major popular-culture success. Early licensed products included writing instruments, toys, clothing, books, and watches. The arrangement allowed Disney to earn revenue from merchandise while retaining control over how its characters were represented.
The 1929 date is sometimes confused with 1933, when the famous Mickey Mouse wristwatch helped make Disney licensing highly visible. That watch was an important commercial milestone, but it was not the founding date of Walt Disney Enterprises.