Tag Archive | brand in declines

Mickey Mouse 2.0

Y'all want me mean, or cute?

Well, the times they are a changing.

And you get a sense of just how much, when the cornerstone of Disney (and general bastion of gawd bless Ameria), is getting a makeover.

And not just any makeover, nay. Disney are giving Mickey Mouse the 2.0 treatment. As his popularity is in decline (not terminal, but they are noticing the till receipts via sponsorship slip), Mickey is being toughened up.

Mickey aficionados will tell you in his first couple of outings, he was a mean mouse. He even forced Minnie to kiss him (hardly manga brutality, but still). But those canny kids at Disney aren’t butchering him on the Disney channel for all to see.

Oh no.

They are testing meaner Mickey via a video game. Quite sensible you could argue, and certainly a smarter way to connect with the kids they want to reach who might be giving their more traditional routes to market something of a wide berth…

Given the fanfare surrounding a certain war games release (bigger than the opening weekend of Harry Potter etc), perhaps this Mickey makeover will be the first of many…

Iain is a senior marketer in the British Tourism Industry. And can’t wait to face a meaner Mickey…

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