Walt Disney sold all commercial rights for Mickey Mouse to Geo. Borgfeldt & Co. in New York. One could only obtain a license to market Mickey through this company. Steiff had a head start on their competitors, for Borgfeldt had been Steiff's sole agent in America for decades. It was not long before the first examples left the factory in Giengen, In various sizes, almost 30,000 pieces were manufactured in 1931.