A New Mickey Mouse

LOS ANGELES — For decades, the Walt Disney Company has largely kept Mickey Mouse frozen under glass, fearful that even the tiniest tinkering might tarnish the brand and upend his $5 billion or so in annual merchandise sales. One false move and Disney could have New Coke on its hands.

Now, however, concerned that Mickey has become more of a corporate symbol than a beloved character for recent generations of young people, Disney is taking the risky step of re-imagining him for the future.

The first glimmer of this will be the introduction next year of a new video game, Epic Mickey, in which the formerly squeaky clean character can be cantankerous and cunning, as well as heroic, as he traverses a forbidding wasteland.

And at the same time, in a parallel but separate effort, Disney has quietly embarked on an even larger project to rethink the character’s personality, from the way Mickey walks and talks to the way he appears on the Disney Channel and how children interact with him on the Web — even what his house looks like at Disney World.

Full NY Times Article

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3 Responses to A New Mickey Mouse

  1. BuriedCaesar says:

    Exactly what Disney needs to carry on into the future – a mean, angry, fearsome-looking mouse who helps ease the kiddies into the "real world"…

  2. not telling says:

    they should just leave him how he is

  3. fan.numba.one says:

    Walt Disney SHould leave it how it is because mickey mouse is known for being kind and friendly not mean therefore being a huge fan of mickey mouse I think that the "new" mickey is going to scare children.

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