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It took three years, but the landmark film debuted on Decemand became a spectacular hit. There were some skeptics in the group, but before long everyone had caught WaltвЂ™s enthusiasm, and work began in earnest. One night in 1934, Walt informed his animators that they were going to make an animated feature film, and then he told them the story of Snow White and the Seven Dwarfs. The year 1930 was a big one for the mouse that started it all, as it saw the first Mickey Mouse book and newspaper comic strip published. Soon there were Mickey Mouse dolls, dishes, toothbrushes, radios, figurines-almost everything you could think of bore MickeyвЂ™s likeness. That was the start of Disney merchandising. Walt Disney needed the $300, so he said okay.

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A man in New York offered Walt $300 for the license to put Mickey Mouse on some pencil tablets he was manufacturing.

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While the cartoons were gaining popularity in movie houses, the Disney staff found that merchandising the characters was an additional source of revenue. For the rest of that decade, a Disney cartoon won the Oscar В® every year. Flowers and Trees, a Silly Symphony and the first full-color cartoon, won the Academy Award В® for Best Cartoon for 1932, the first year that the Academy offered such a category. Eventually the Silly Symphonies turned into the training ground for all Disney artists as they prepared for the advent of animated feature films. It featured different casts of characters in each film and enabled animators to experiment with stories that relied less on the gags and quick humor of the Mickey cartoons and more on mood, emotion, and musical themes. Not one to rest on his laurels, Walt Disney soon produced another series-the Silly Symphonies-to go with the Mickey series.

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The new character was immediately popular, and, a lengthy series of Mickey Mouse cartoons followed. So, they made a third Mickey Mouse cartoon, this time with fully synchronized sound, and Steamboat Willie opened to rave reviews at the Colony Theater in New York November 18, 1928. Ub animated two Mickey Mouse cartoons, but Walt was unable to sell them because they were silent films, and sound was revolutionizing the movie industry. With his chief animator, Ub Iwerks, Walt designed the famous mouse and gave him a personality that endeared him to all. It was at the Hyperion Studio, after the loss of Oswald, that Walt had to come up with a new character, and that character was Mickey Mouse. He found an ideal piece of property on Hyperion Avenue in Hollywood, built a studio, and in 1926, moved his staff to the new facility. That small studio was sufficient for a couple of years, but the company eventually outgrew it, and Walt had to look elsewhere. The original Disney Studio had been in the back half of a real estate office on Kingswell Avenue in Hollywood, but soon Walt had enough money to move next door and rent a whole store for his studio. From then on, he saw to it that he owned everything that he made. It was a painful lesson for the young cartoon producer to learn.

On rereading his contract, Walt realized that he did not own the rights to Oswald-the distributor did. Within a year, Walt made 26 of these Oswald cartoons, but when he tried to get some additional money from his distributor for a second year of the cartoons, he found out that the distributor had gone behind his back and signed up almost all of his animators, hoping to make the Oswald cartoons in his own studio for less money without Walt Disney. To star in this new series, he created a character named Oswald the Lucky Rabbit. Walt Disney made his Alice Comedies for four years, but in 1927, he decided to move instead to an all-cartoon series. Originally known as the Disney Brothers Cartoon Studio, with Walt Disney and his brother, Roy, as equal partners, the company soon changed its name, at RoyвЂ™s suggestion, to the Walt Disney Studio. Winkler, contracted to distribute the Alice Comedies on October 16, 1923, and this date became the start of the Disney company. Soon after arriving in California, he was successful. He had made a cartoon in Kansas City about a little girl in a cartoon world, called AliceвЂ™s Wonderland, and he decided that he could use it as his вЂњpilotвЂќ film to sell a series of these вЂњAlice ComediesвЂќ to a distributor. Walt Disney arrived in California in the summer of 1923 with a lot of hopes but little else.