Mickey Mouse’s ‘edgy’ makeover
Disney has created a menacing new Mickey for the Wii generation—is it a bad idea to mess with the Mouse?
Mickey Mouse as he will appear in the game 'Epic Mickey'.
(Disney Interactive Studios)
In a risky step, Walt Disney Co. has unveiled a nasty new version of Mickey Mouse, the iconic rodent who drives over $5 billion in annual merchandising. Though still adventurous, this “cantankerous and cunning” incarnation of the heretofore perky character—created for “Epic Mickey,” a Nintendo Wii video game—will even turn into a rat at one point. Though most commentators agree that the “bland” Mickey could use a refresh, does he have to become such a, well, rat? (Watch the sweet, old-school Mickey attend a picnic in a clip from 1930)
Disney has no choice—Mickey has no relevance: “There’s a distinct risk of alienating your core consumer when you tweak a sacred character," but it’s a risk [Disney executives] have to take, says branding expert Matt Britton, quoted in the New York Times, (which notes that “Epic Mickey” also features a “disemboweled, robotic Donald Duck” and a “twisted, broken, dangerous” version of the Disney ditty, “It’s a Small World").
"After Mickey's makeover, no more Mr. Nice Guy"
Has Disney gone insane? Why are the folks at Disney trying to “scare the hell out of young kids,” asks Jonathan Elias at WBZTV.com. This “scary makeover”—turning the “cute, lovable” classic Mickey into a “maniacal” rodent—is baffling. Mickey and Co. have “thrilled kids for years”—they certainly don’t need “an edge” now.
“Mickey Mouse goes mean?”
A ‘naughty’ Mickey is disturbing: Is it just me, or is there a subtle element of “sexual creepiness" here, asks Azaria Jagger in Gawker. The word “naughty” should really be “off-limits to people whose jobs involve children.” That said, maybe we shouldn’t be surprised: “In retrospect, [Mickey] always did dress a bit like a Chippendale dancer.”
“Mickey Mouse’s ‘naughty’ makeover promises to be disturbing”
Disney waited too long: It’s too late for the cartoon mouse, says Bruce Watson in Daily Finance. Mickey is “one of the world’s most recognizable corporate logos,” but he has “long since receded into irrelevance as a cartoon character.” Kudos to Disney for finally realizing this, but “more than two generations have grown up with a Mickey that is flat and boring.” Better luck next time.
“Mickey Mouse gets a makeover”
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8 Comments
Posted by Finally, Monday, November 9, 2009, 9:30 am I'm glad to see that the Marylin Manson crowd has won out. People need to get off their high horses and be brought down to reality. Reality is Epic Mickey.
Posted by Nyuk Nyuk, Monday, November 9, 2009, 2:13 pm Disney is just making a token investment to keep the image alive with younger generations. Maybe it will segue pronounced segwayinto a Sonic the MickeyMouseHog type character with relevance, but probably not. ALSO, just as there are weirdos willing to cover their spare tires with Yosemite Sam Warner Bros, there are people over 60 who think their grandkids prefer a wholesome mouse over a batman. ALSOOO, Disney should put its cash into the Disney Princesses. My two girls love them.
Posted by GD, Tuesday, November 10, 2009, 7:43 am Brand suicide.
Posted by Father of a 3-year-old, Tuesday, November 10, 2009, 9:38 am Anything for a buck.
Posted by Mickey Lives, Tuesday, November 10, 2009, 1:28 pm not anything for a buck Mickey is wholesome and good clean fun.
Posted by Just my opinion, Tuesday, November 10, 2009, 2:36 pm Mickey mouse is really not a big deal anymore, maybe to earlier generations who watched the mickey mouse club and the cartoons. Now, they rarely come on, people are more into the Disney Princesses as well as the Jonas Brothers and Hannah Montana. I don't think it will make or break anything.
Posted by Aaron, Wednesday, November 11, 2009, 12:23 pm Mickey's pissed. Don't F with The Mouse.
Posted by Digital Observer, Wednesday, November 18, 2009, 11:52 am I love how people claim Mickey is supposed to be the happy golucky friendly pal to all kids. Selective hindsight memory is always 20/20.Check out Steamboat Willie and you will see Mickey happily abusing animals, showing the mean streak Walt created. How about kicking a piglet off it's mom's teat just so he can play musical teats with the pig, is that mean enough? Just because Mickey has been sanitized as of recent decades doesn't mean it can't go back to its roots.
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