Mickey Mouse


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