Stephen Slesinger created brands and trademarks for literary and cartoon characters. He is credited with creating the image of Winnie the Pooh in his red shirt when he obtained exclusive rights from A. A. Milne, beginning in 1930. In exchange, Milne received 3% of sales and 15% to 50% of other Pooh rights Slesinger would commercialize. Slesinger's rights included exclusive rights of character and name reproduction in connection with goods and services and all media such as television, radio and any future sound, word and picture reproduction devices. The deal included the rights to Winnie the Pooh, as well as the other now famous characters, such as Christopher Robin, Eeyore, Tigger and Owl.