Looking to revive 80-year-old toon idol Mickey Mouse, Disney is thinking young.
Taking the "cradle-to-the-grave" strategy literally, Disney has introduced a whole new generation to Mickey and its other core characters (Donald Duck, Pluto, Goofy, et. al) via the toddler-targeted Disney Channel skein "Mickey Mouse Clubhouse."
It's a money move on Disney's part: The munchkins who fall in love with Mickey today will be the kids who clamor to visit Disneyland tomorrow. In turn, those tweens will become the teens who wear Mickey-branded merchandise and then adults who spawn Mickey-loving kids of their own.
"No question this is the most beloved and important character to the Disney company," says Disney Channel Worldwide entertainment prexy Gary Marsh. "Certainly, the conversation internally has been trying to, if not reinvent, then reintroduce Mickey to this new generation. Our goal is, in success, that this character will be exposed to 500 million people."
Mickey's rebirth as a character for the under-5 set is paying off: Earlier this month, "Mickey Mouse Clubhouse" posted its best ratings yet among kids 2-5, improving the channel's "Playhouse Disney" block by almost 40% vs. last year. Show regularly finishes in the top 10 basic cable rankings with the high-chair demo.
But even more key to the Disney empire, the show has further awakened what had been a stagnant character. Beyond his star turns in the first half of the 20th century, Mickey was known more from his role as a Disney mascot (seen in the company's logos and merchandising) than from any recent entertainment.
While the old Warner Bros. cartoons were saturated on TV for decades, the Mickey shorts from the 1940s and 1950s weren't as widely seen through the years. By the time both Mickey and Bugs Bunny appeared in 1989's "Who Framed Roger Rabbit," it was clear Warner Bros.' strategy had paid off: Bugs Bunny still came off as a contemporary character, while Mickey seemed out of place.
Behind the scenes, Disney execs were battling over the soul of Mickey. Execs including Michael Eisner and Jeffrey Katzenberg were anxious to push Mickey, Minnie, Goofy, Donald, Daisy and Pluto back out into the world. On the other hand, traditionalists (rumored to include Roy Disney) felt the characters needed to be protected -- and the risk of injuring the core franchise was too great.
Many Disney execs were especially opposed to bringing Mickey and friends to television, which was seen as a step below theatrical animation.
"There was a constant schizophrenic discussion taking place within the company," says one former Disney animator. "Everyone agreed on one level that counting on people to know Mickey from cartoons from the 1950s was impossible... There was a push, 'We gotta do something with Mickey.' But then there was a pull, 'Yeah, but we can't risk damaging him with second-class material.' "
Slowly, the barriers began to fall -- first with ancillary characters on shows like "Duck Tales" and "Chip and Dale Rescue Rangers." Then Goofy was given a showcase in "Goof Troop."
At that point, it became OK to dust off the core Disney six. First came 1999's "Mickey Mouse Works," which featured new shorts in the classic Mickey cartoon style. That was followed in 2001 with "House of Mouse," which starred Mickey as a nightclub owner (wrapped around bits from "Mouse Works" and classic Disney cartoons).