Mickey Mouse Club House

Since his debut on November 18, 1928, in Steamboat Willie, Mickey Mouse has been the most recognizable figure at The Walt Disney Company.

Mickey became the first licensed character for Disney when, in 1929, he appeared on a writing tablet.

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.

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

* 97 percent awareness among children ages 3 to 111

* Walt Disney Studios Home Entertainment — Over 60 Million DVD/Videos Sold2

* Disney Publishing — Disney Comics for children are No. 1 in the world and 70% of those feature Mickey Mouse and his friends2

* 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 182

* Walt Disney Records — Mickey regularly appears on the Children’s Billboard Top 40 Chart and has sold over 3.7 million records2

* Disney Interactive Studios — Shipped over 8 million of the Kingdom Hearts video game franchise2

* 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 units3

* Disney Online — Disney’s Toontown Online, the first 3D online game for kids and families.

Strategy:

Mickey is supported year-round by every division of The Walt Disney Company with renewed emphasis on his new TV series, “Mickey Mouse Clubhouse,” and a focus on vintage merchandise that reinforces consumers’ emotional and nostalgic bond with Mickey Mouse.

Highlights:

* Mickey Mouse has appeared in more than 120 different cartoons, a handful of television series, appeared on thousands of items of merchandise, inspired the most famous Theme Parks in the world and continues to fulfill his role as the muse for everything Disney.

* Mickey Mouse Clubhouse, which launched in May 2006, airs every day on Disney Channel’s Playhouse Disney block and has become a top-rated series with its target audience of preschool kids ages 2-5.

* Mickey regularly appears in Billboard Magazines Children’s Top 40. His latest release “Music from and inspired by Mickey Mouse Clubhouse” was one of the most successful preschool Mickey titles ever2.

* Walt Disney Studios Home Entertainment released two Mickey DVD titles in 2007 based on the new Mickey Mouse Clubhouse series.

* Mickey’s “Art of Disney” Stamp program, launched in 2004 in collaboration with the United States Post Office, has appeared in four stamp series — a new series was unveiled in 2007

* 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 culminated in 2005 at a Sotheby’s auction in New York raising funds for various charities.

* Dolce & Gabanna featured its new vintage Mickey collection at their Spring 2004 runway fashion show in Milan.

* Disney Couture and Disney Vintage fashion labels are inspired by classic Mickey art and are available worldwide at retailers such as Fred Segal in the US, Collette in Paris and in Tokyo at Beams

Merchandise Inspired by Mickey:

* Apparel — Apparel, accessories and footwear for infants, teens and adults

* Disney Interactive Studios — Learning, creativity and game titles in successful release with others in production

* Home & Infant — a line of home furnishings and décor for kids and families

* Home Video — Walt Disney Studios Home Entertainment released two Mickey DVD titles in 2007 based on the new Mickey Mouse Clubhouse series.

* Publishing — Activity, coloring and novelty books, comic books, magazines and storybooks

* Toys & Electronics — toys and consumer electronics such as portable DVD players and home appliances

1Internal Research, 2006

2Based on sales data as compiled by Disney and/or supplied by third party licensees unlessotherwise noted

3 NPD Group Inc.

Licenziante

Disney Consumer Products

Disney Consumer Products and affiliates (DCP) is the business segment of The Walt Disney Company that extends the Disney brand to merchandise ranging Disney Consumer Products and affiliates (DCP) is ...
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