ON MICKEY MOUSE AND THE 21st CENTURY KID

CREATING HISTORY ANEW

I had occasion to visit the Disneyland Theme Park in Anaheim, California yesterday for the first time in over a decade.  It was the first time for my three and a half year old nephew Neal, visiting from back east. 

We surprised him by not telling him we were going there...he first realized where he was when he saw the big Disneyland sign passing by as we headed into the parking area.

Of course he squealed with delight.  And he was eager to see Mickey Mouse.  I asked him if he liked Mickey as much as he loved Chuck E. Cheese, the other mouse in his life that he's loved for over half his life.  Going to the local ChuckeCheese in his hometown is one of his favorite things.

Over the last two years, an ongoing ritual in our family has been to visit a ChuckeCheese restaurant/arcade in which ever part of the country we happen to be. 

So I wasn't that surprised when he replied that he liked ChuckeCheese more than he liked Mickey, but quickly emphasized that he liked them both.  I guess familiarity does not breed contempt, at least in little kids.

Upon his request, we headed immediately to Toontown, which is the location for Mickey's House.  While standing in line Mickey's Barn House movie theater for over twenty minutes, waiting for our audience with the munificent mouse, we were entertained with a running loop of Mickey's best film moments starting of course with the venerable "Steamboat Willie".  And Neal didn't stop his jumping around to watch the cartoons as he normally does to watch "Squarepants Bob" and "Dora" at home.

And that's when it hit me.  Every animated frame upon that screen was at least thirty years old.  They had cartoon bits with Mickey making a call on an old 1930s hand-cranked telephone.  The park is proudly celebrating its 50th anniversary. 

My first thought was how does a 21st century kid relate to Mickey Mouse?  I mean it's not as if there have been blockbuster, tent-pole summer Mickey movies.  I know there are a wide array of Disney cartoons and films available on DVD and VHS, along with some play on TV.  Of course there's always the steady merchandise of Disney-branded merchandise available the world over.

But where is the CGI version of Mickey Mouse?  How is today's kid going to create the same attachment to Disney's Mickey Mouse that he/she has with Pixar's Nemo?  This familiarity created through summer blockbuster movies seems to be missing in the Mickey Mouse universe. 

I mean, shouldn't there be an updated, HD, computer-animated version of "Mickey Mouse in Steamboat Willie?" 

Would that be an economic opportunity for Disney shareholders?  After all, under the Bono/"Disney" Copyright Act, this new Mickey Mouse content could create protected digital revenue streams for Disney shareholders into the next century.  I'm not sure what percent of Disney's revenues and profits Mickey related content and merchandise contributes, but it seems like it could be more.

Standing in that barnhouse with a few dozen impatient, hyper-active kids, it almost seemed like Disney was making money off the Mickey seed-corn, but not planting anew.

As much as Neal loved having his picture taken with Mickey, I noticed he didn't have a single Mickey Mouse DVD in his traveling collection.  His mom confirmed he didn't have any Mickey DVDs at home, nor does he watch Mickey on TV.  He does have a favorite Mickey sweatshirt though, so I guess that counts for something.

I was also hard-pressed to find a Mickey Mouse video/DVD in among the ubiquitous Mickey merchandise in the stores at the park...and I checked quite a few.   Guess I'll have to order one for him from Amazon for Christmas.

Comments

[bruce d verstandig]

Michael

hi i must tell you how much i enjoy your blog. it is the first one i read on bloglines.com. you have a very connected view of the world.
there is a great story i believe peter yarow tells , our social structure can be told by our magazines,
first we had life magazine, that was good it was all about life. then came people magazine , ok a smaller universe yet its all people. then came us magazine , not good we got smaller. then came self magazine , its nolonger...you have a world view outlook.
reading your blogs, i get a deeper connected education. thanks for writing.. ..plus you have introduced me to some other great blogs to read....plus i started a blog http://www.bloglines.com/blog/BDillerV

ok now onto disney... you ask a very BIG brand marketing question. if your nephew doesnt watch mickey mouse how does he have such a 'feel good experience' brand identify with mickey?

ps keep your eye on outletjeweler.com as it changes to include jeweldujour.com my idea of taking woot to jewelry...
also icame.com the site is all about the question ' what would you love to ask others about thier sex life yet were to polite to ask'
all questions will be posted in a forum set up allowing others to answer and comment.... big hold up is my tech guy ( @#$%&^&^%$)

how are you ? what are you up to? I have your wedding gift in my office ( im sure my slip)
i miss speaking to you ? i always enjoy the stimulating conversations ...how is jen? please send her my regards ( is that the new 2000 pc correct word?)

please excuse typos... it is sans spell check