Marketing to children – Mickey Mouse gets a re-brand!!

 It is with great interest that I’m following this story from the NY Times and further mentioned on the Brandchannel web site.

Mickey Mouse is to get a re-brand to pull the litle chap into the 21st Century. What do we think, eh? good or bad, cool or foolhardy?

Personally I think it’s about time and the reason is that I believe Mickey to be an American brand; too much of an American brand, one which is out of step with the rest of the World, especially Europe and probably the Far East.
Don’t get me wrong, I understand that Mickey is very popular in Europe and that his appearances at the Disney resorts around the World are met with cuddles all round, but this is not what I’m alluding to.

You see, in my eyes, Mickey epitomises America and it’s position of World dominance over the last 70 years and Mickey is an emblem of America and therefore stands for all of that old fashioned Xenophobia and arrogance that goes with America’s considered position in the world, according to others. There’s no getting away from this and Mickey Mouse, alongside many other emblems of American modern culture, is up there with iconolatry which people in the rest of the world, can do without. The problem with this re-launch or re-vamp is that it will upset the citizens of the USA who just don’t tend to “look out” and see it from another perspective, but I applaud Disney for seeing beyond their borders. They have just announced intentions to move into China with another “land” and so they realise that they now need Worldwide brands that resonate with everyone. Mickey doesn’t do it right now!

Now, that’s an adult opinion! For kids the thing is that they have plenty of choice of characters to love and Mickey fills a small hole in the collective appetite for animals to adore and they have no allegiance to Mickey any more than they do any other Disney character. Disney need to work at this.

There is also the reported case that Mickey is indeed losing popularity in the USA and so it is about time.

And another thing. His voice. I get this is my opinion but does anyone else out there find it really annoying? I can understand why it fitted with the movies and attitudes of the 1930′s but please, it really needs looking at and by all accounts it will be. Phew.

Apparently the re-vamp will come in the form of digital media, which is the perfect marketing tool because if it works it can be continued and if not it can be a one-off and Mickey can go back to his pre-war (not Afghanistan!) drudgery and chirpy, annoying voice. By going digital Disney are heading straight into popular territory for the new markets and they’ll bring in new customers and create an aspirational brand on top of a classic. It should tick all the boxes.

I think Disney, by managing this well, will have a huge success on their hands and this will cause a stir in the USA and will be applauded in Europe and the Far East.  Bring it on!

http://www.nytimes.com/2009/11/05/business/media/05mickey.html?_r=2&hp

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