 "Mickey Mouse, Walt Disney")
A two-hour prime-time special on ABC. Cupcakes the size of cars at Disneyland Paris. Collaborations with a dozen fashion designers, including Marc Jacobs. More than 30 books, including one from Taschen so big it comes with a carrying handle.
Small and subtle are not the Walt Disney Company’s style. But a new effort to focus attention on one of its oldest characters, Mickey Mouse, is truly something to behold.
Disney is using Mickey’s 90th birthday as a monstrous marketing moment, with the company’s cross-promotional machine revved up to what may be its highest level yet. Every corner of the $168 billion company
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