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In recent years, Mickey Mouses popularity has made him so good a salesman for many manufacturers of childrens goods that his selling activities are now breaking into two new fields: Merchandise bought by adults, and goods manufactured by Portuguese, Spanish and Italian producers.

Five years ago, when Walt Disney made his first Mickey Mouse pictures, several manufacturers asked to use the new stars name in advertising and sales promotion. Their requests were granted. But licensing the use of Mickey Mouses name was thought to be a distinctly secondary activity, little attention was paid to it, and a film production executive handled that end of the business when he could spare the time from other work.

Last year, however, United Artists took over the distribution of Mickey Mouse films, made a survey of Mickey Mouses merchandising possibilities and decided that licensing could be made a major source of revenue if it were placed in the hands of a man with merchandising experience. Kay Kamen, a department store executive, took over the job and promptly made four decisions: (1) To license only important companies; (2) to license only one manufacturer in each class of goods;

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