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C'est à partir du 1920, fort du succès de la série de dessins animés FELIX THE CAT d’Otto Messmer et Pat Sullivan, que les américains commencent à voir émerger tout un éco-système autour du célèbre chat qui devient rapidement la première icône à se retrouver sur toutes sortes de produits tels que des jouets ou des objets plus courants comme des tasses, des cartes postales. Il devient même en 1921 la mascotte de la marque Chevrolet, lui et Félix Chevrolet partageant le même prénom. A cette époque, les aventures de Felix the cat se déclinent aussi sur de nouveaux supports comme la bande-dessinée.
Quelques années plus tard, en 1929, ceux sont les studios Disney qui appliquent la recette et créent une nouvelle société destinée à gérer leurs licences. MICKEY MOUSSE fait ses premières apparitions dans un journal dès janvier 1930, puis a son propre journal dédié à partir de 1931. La même année, une poupée à son effigie, fabriquée par une jeune couturière, est distribuée lors de chaque évènement. Cette poupée est le tout premier produit dérivé de la société Disney.
En 1977, le marché du produit dérivé connait un tournant majeur sous la houlette de Georges Lucas qui décide, à l'occasion de la production de son film STAR WARS, de renoncer à son salaire, mais d'acquérir à la place l'ensemble des droits de merchandising du film (et de ses éventuelles suites). Il signe des contrats de licence avec la société KENNER qui lance en janvier 1978 une collection de figurines articulées. L'histoire est en marche...
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