They did not share in the profits from the merchandising campaigns that borrowed their names, and they had no control over images in motion picture promotion. Shirley Temple was an early exception to this rule. Her parents worked out profitable arrangements with 20th Century Fox for marketing the child star. For Christmas 1934, the Ideal Toy Company manufactured the first Shirley Temple doll, dressing her in a costume from Baby Take a Bow. Although licensing was originally conceived as a way to promote films and boost box office revenue, it has become an important independent source of income for studios and producers.
Licensed merchandise is an integral part of our culture.