Oswald the Lucky Rabbit was marketed as a Walt Disney creation. Oswald made his first Disneyland appearance at Tokyo Disneyland on March 31, 2010 as an Easter float. At the Magic Kingdom in Walt Disney World, a poster of Oswald can be seen at the Town Square Theater where Mickey Mouse is available for meet and greets. Also inside Mickey's meeting area, a doodle of Oswald and Mickey can be seen. Clothing products are also available at Disneyland Paris in Walt Disney Studios Park. As of October 4, 2017, Oswald now has a Service Station at Disney California Adventure that sells Oswald merchandise including
Oswald the Lucky Rabbit "The Adventures of Oswald the Lucky Rabbit", included in of the "Walt Disney Treasures" DVD series. Several Oswald collectors' figurines and a limited edition grayscale plush toy appeared shortly after the DVD set's release. The Disney Store also began to introduce Oswald into its merchandise lines, starting with a canvas print and Christmas ornament that became available Fall 2007. A standard-issue color plush toy matching Oswald's appearance in "Epic Mickey" appeared in late 2010. This was followed by an ongoing roll-out of clothing and other products at the Disney Store, various chain stores, and the Disney California Adventure theme park.