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India
17 Nov 2018

Mickey turns 90: Get ready for 'world's biggest mouse party'!

#MickeyTurns90: Disney is throwing world's biggest mouse party

Walt Disney once said, "I hope we never lose sight of one thing- that it was all started by a mouse" and as Mickey, the beloved cartoon character, turns 90, the company is throwing "the world's biggest mouse-party".

The "party" will "stretch over twelve months" and is "going on at all our theme parks," said Dana Jones, director, Enterprise franchise management, Walt Disney Company.

In context

#MickeyTurns90: Disney is throwing world's biggest mouse party

Details

Mickey's first appearance: In 1928 cartoon film 'Steamboat Willie'

Fans can also get their own Instagram moment with the ongoing 'Mickey: The True Original Exhibition' in New York.

"It's an experiential exhibition, which blends fine art with the things that we can see, touch and feel," she said.

The immersive experience is inspired by Mickey's iconic status, who first appeared in 1928 cartoon film 'Steamboat Willie' and has been an inseparable part since.

'Mickey showed India has a special place in his heart'

India also features in the grand plans. "India is one of the important markets. We've a short cartoon that Mickey did a couple of years ago in which he was speaking Hindi. Mickey showed that India has a special place in his heart," said Jones.

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Disney India

Over 30mn products of Disney sold in India in 2017

Stressing that there's not a country where Mickey isn't known and loved, Jones said they're focusing as much as possible on India.

Mickey is the largest character franchise in India with over 30mn products sold in 2017.

To connect with the younger generation, Disney launched 'Stay Fit with Mickey & Minnie' program in 3000 schools in metro cities such as Delhi, Bengaluru, and Mumbai.

Plans

Disney is looking for new content opportunities for Mickey: Jones

Jones said they're always looking for new content opportunities for Mickey.

"The great thing about Mickey is that he lives in a cartoon version of our world so the opportunities to have adventures with him and his friends are endless," she said.

With such storied life, it seems that everything that is to be explored has already been explored in Mickey's life, she said.

Details

Mickey's digital presence: Has FB, Instagram accounts

However, Jones said the company has always tried to keep the cartoon character relevant.

"We are constantly making sure that Mickey is where people are consuming content. So, a lot has been focused on Mickey's digital presence. Over the last few years, we have made sure that Mickey has an Instagram handle and a Facebook handle. It's such a timeless character," she said.

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