Mickey Mouse


Mickey Mouse ( Adult)

Mickey is now over 75 years old, many adults and even elderly now was once touched by Mickey’s charm and endearing character, when we were once a child. Research shows that Mickey occupies a unique niche with consumers who perceive him as a character who brings magic and fantasy to their lives. Binding generations together more than any other character, Mickey is a hero who reminds all ages of the benefits of laughter, optimism and hope.

Riding on the growing popularity of character designs, red hot collectible trend and pop culture, Mickey is now widely accepted by many adults Disney and many Disney licensors have successfully Created a market for Adult Mickey and Disney diehard fans.

There is a great bloom for Adult Disney Fashion and products for adults, Mickey is used and transformed in many forms and colors to create a vast variety of highly fashionable and trendy apparels for the consumers. International fashion houses like Dolce and Gabanna has already make waves with they collection of Studded Mickey and friends t-shirts.

Adult Mickey Frames, promises live up to the legends of Mickey, Cleverly merge the Mickey with the latest eyewear trends, to create series of HOT FRAMES targeted for fashionable adults. The collection consists of WILD, TRENDY to the SOPHISCATED styles targeted a wider audience, so no one will be left out.

Target Market

Teens and Adults

Mickey Mouse Branding Strategy

Attributes:
Funny, high-energy, optimistic, good-natured, can-do spirit, helpful, trust-worthy and adventurous.

Cast:
Mickey Mouse is joined by friends Minnie Mouse, Donald Duck, Daisy Duck, Pluto and Goofy.

Reach:

  • Forbes magazine ranks Mickey Mouse as the world’s most valuable character worth an
    estimated $5.8 billion
  • 98 percent awareness among children ages 3 to 11
  • Disney Comics for children are No. 1 in the world. 70% of the comics feature Mickey
    Mouse and his friends
  • Italy ‘s Mickey-inspired Topolino magazine has been one of the most popular
    magazines in the country for the past 70 years. An impressive 65% of Topolino’s
    readers are over the age of 18 2
  • Walt Disney Records – Mickey regularly appears on the Children’s Billboard Top 40
    Chart and has sold over 3 million records
  • Buena Vista Games – Mickey learning titles continually rank in the top five sellers
    in each age category. Mickey creativity and game titles have sold more than 1 million
    units 3

Strategy:
Mickey is supported year-round by every division of The Walt Disney Company with renewed
emphasis on new original entertainment and a focus on vintage merchandise reinforcing
consumers’ emotional and nostalgic bond with Mickey. Following are key highlights:

  • Mickey Mouse was honored as Grand Marshall for the 2005 Tournament of Roses Parade themed “Celebrate Family”
  • Mickey’s 75 Years of Inspiration statue tour celebrating Mickey’s 75th anniversary is currently touring across the U.S.
    and will culminate this year at a Sotheby’s auction in New York to raise money for charity.
  • Disney Channel will be developing a Mickey pre-school television series tentatively scheduled for Spring 2006
  • Mickey’s Art of Disney Stamp program launched in 2004 in collaboration with the United States Post Office
  • Dolce & Gabanna featured its new vintage Mickey collection at their Spring 2004 runway fashion show in Milan .
    New designs will be introduced in 2005.

Merchandise Inspired by Mickey:

  • Buena Vista Games – Learning, creativity and game titles in successful release with others in production
  • Hardlines – Disney Electronics, stationery and Disney Pets
  • Home Video – Mickey’s Twice Upon A Christmas, November 2004, features Mickey in three-dimensional CGI animation for the first time in a movie.
  • Publishing – Activity, coloring and novelty books, comic books, magazines and storybooks