• Maintaining Mickey Mouse as a pop culture icon
  • Maintaining Mickey Mouse as a pop culture icon

Maintaining Mickey Mouse as a pop culture icon

Maintaining Mickey’s position as a pop culture icon as he turns 90​.

Business Challenge:

Drive Mickey retail sales and new soft lines listings in 2018/19. ​

Objective:​

Maintain Mickey’s position as a pop culture icon with timeless appeal in the UK market and continue to build an influential fanbase.​

Strategy:

Position Mickey as a timeless muse who continues to impact pop culture in order to ensure he is relevant to a younger generation.​

​Solution:

Mickey Mouse: The True Original. Working with the creative community who reflect the passion points of our audience, we invited them to be inspired by the great global muse: Mickey Mouse. 12 UK based artists including Jimmy C and Michael Bosanko were commissioned to create pieces that feature the famous icon in each of their original styles. All of the pieces are to be showcased at a free exhibition in Shoreditch from the 16th-18th November 2018.​

Business Impact:

Exhibition tickets sold out (1,700 sold)​
Retail sales TBC as campaign is live.​

Category

Entertainment, PR