Walt Disney Company was founded in 1923 by Walt and Roy Disney as a cartoon studio introducing Mickey Mouse. In 1937, Disney launched its first full-length animated movie and began expanding. Today, Disney is the 13th most powerful brand in the world generating $55.6 billion annually. Disney succeeds through segmentation of its markets geographically, demographically, and psychographically. It targets children and families using multi-segment targeting and positions itself uniquely. Disney connects with customers through understanding their culture, developing products for their lifestyles, and building emotional bonds. It is now expanding into gaming, technology, and properties like Star Wars to create new growth opportunities.