In 1933, Kay produced the first Mickey Mouse Magazine with his business partner Streeter Blair, as KB Inc. As part of the marketing for the magazine, he came up with a password, "Spingle! Bell! Chicko!" that was used througout the magazine's run. He printed this password on pins, in ads, and on Mickey Dollars given-away with the magazine in department stores and theaters that had showings of the Mickey Mouse cartoons. To mark noteworthy events, K was added to the end of the password. This is an example of first version of Mickey Mouse Cones, which were paper bills used in exchange for ice cream.