Author Archives: rwlo

An Edgier Mickey

Epic Mickey

Read the article published in the New York Times.

“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.”

Disney in Shanghai Approved!

Disney Shanghai

Read the article published in the New York Times.

“The company’s goal is to create an engine that will drive demand among China’s 1.3 billion residents for other Disney products, from video games to Broadway-style shows to DVDs. Disney typically relies on the creation of new Disney TV channels to pump its brand abroad, but China’s limits on foreign media have made that impossible. The approval, notably, did not come with concessions from China on the television front.”