Oswald the Lucky Rabbit November 1928, as a replacement to compete with Oswald the Lucky Rabbit, Walt Disney and Ub Iwerks created Mickey Mouse for the Walt Disney Studio. In 2003, Buena Vista Games pitched a concept for an Oswald-themed video game to Disney President and COO Bob Iger, who then became committed to bringing Oswald back to Disney. In 2006, nearly 80 years after the Disney studio broke away from Universal, The Walt Disney Company managed to acquire the intellectual property of Oswald and the catalog of Disney-produced Oswald films (with NBCUniversal effectively trading Oswald for the services of Al Michaels as play-by-play
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.