They also held several licenses from Walt Disney, manufacturing roller skates and other Disney brand consumer products.

We are one brand - the Disney brand - and then we have many properties inside the brands.

We want someone to protect and grow the Disney brand and do appropriate things with it.

"The reason for the recall is to keep our promise to families that they can trust and rely on the Disney brand," a company spokeswoman said.

But that is about to change, as the studio unleashes the kind of promotional push clearly meant to polish a family jewel, the Disney brand.

What about Mr. Disney's complaint that the company has neglected its theme parks, which along with animation was a cornerstone of the old Disney brand?

And he is well versed in the Disney brand and how to sell it.

"I see the hold the Disney brand has on my son, the way he is transported," she said.

It plans to develop a Disney brand of merchandise.

Animated features have always been a hallmark of the Disney corporate brand, with many of the characters still idolized today.