Mickey Mouse all set to turn 90: Here’s what India has planned

Whether you are a 90’s or new generation kid, one cannot forget the charm and brand value of the iconic character Mickey Mouse.

Walt Disney’s most iconic cartoon character is set to turn 90, and India has definitely planned a special surprise for its fans and followers.

According to a Livemint report, around 30 licensees will bring out collections centered around the nine-decade commemoration.

“Mickey exists in all our verticals including television, gaming, and touring productions, but its popularity is most visible in consumer products,” Abhishek Maheshwari, country head, Disney India was quoted as saying from the Livemint.

According to Maheshwari, Mickey is also the company’s mascot and is probably the only Disney character that spans almost all categories and segments.

For the 90-year celebration, apparel brands such as ONLY, Vero Moda and Jack & Jones, carmaker Volkswagen and retail firm DLF Brands will bring out special collections until 18 November.

Disney’s licensing model is quite well-established, where the intellectual property rights of the character are owned by the company. As per the association, it works together to co-create the design with brands, which then take care of the manufacturing and distribution and give Disney a revenue share. Overall, the Mickey franchise has 75-plus licensees on board.

DLF will bring out a specialized range of clothing and toys starting mid-November.

DLF Brands opened two Disney & Me stores in Noida and Gurugram through a licensing arrangement with Disney Consumer Products in India earlier this year.

The stores are located in Mall of India in Noida and Ambience Mall in Gurugram.

To commemorate the occasion, a marketing initiative called “Stay Fit with Mickey” was also planned. According to the initiative, Disney has reached out to 3,000 schools in Delhi, Mumbai, and Bengaluru, besides audiences on social media, with an originally composed song and video featuring celebrities and influencers advocating physical fitness.

Disney believes Mickey is a versatile character that cuts across gender and generations and brings families together.

In addition, a project called Indie Mickey was also planned, as part of which Disney will collaborate with an undisclosed clothing brand to bring out a collection inspired by indigenous Indian craft styles, coupled with Mickey motifs.

Mickey Mouse is a funny animal cartoon character and the mascot of ‘The Walt Disney Company’. An anthropomorphic mouse who typically wears red shorts, large yellow shoes, and white gloves, Mickey is one of the world’s most recognizable characters.

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