MIckey makeover. Check this out!

Jacca5660 · Post by **Jacca5660** » Nov Fri 06, 2009 5:31 pm

Mickey Mouse gets his edge back
Jason CochranJason Cochran RSS Feed

Quick! Describe Mickey Mouse's personality in six words or less. Having a hard time? All right, what was the last wacky thing you saw him do? Still stumped?

Mickey is a lot of things, but specific he isn't. One of the world's most identifiable characters has become little more than a corporate mascot who is rolled out whenever the Disney company needs to sell something. Mickey is a placebo, a blank slate of a cherub upon whom children and adults alike can project their fondest make-believe fantasies. Even when he makes personal appearances, he's usually silent.

Mickey could be said to be stuck in 1955, but Disney is aware it's nearly 2010. So its image-makers, aware that Mickey's "aw-shucks" act has grown stale and won't last forever in a world filled with ironic and savvy kids, are taking a risk with their flagship character. Breaking the code Mickey has followed for the past half-century, it has authorized a new image for His Mouseness, which could turn off millions of parents who treasure the genial personality they're used to. Harking back to his early years, he'll become a colorized version of his 1930s self: wiry legs, sharp angles, a stockier belly, a whip-like rodent tail, and a peaked brow that can twist into a variety of perturbed expressions to match his flashing temper.

Epic Mickey, coming out next year for the Wii console, will feature a new Mickey based on a very old concept. In the Wii game, Mickey travels back to the black-and-white cartoon world he abandoned in the 1930s, squares off against the Walt Disney character he replaced (Oswald the Rabbit) and runs around trying to eradicate other cartoon characters with paint thinner. Then he continues his quest to other locations and scenes from Disney history.

Marketing experts, who care nothing for honoring history, are made nervous by the shift, likening the coming change to the introduction of New Coke. Seen through the prism of Disney history, that's nonsense -- if anything, it's a return to the original Coke, and this "new" Mickey is closer to what Walt Disney himself created and voiced -- but their nervousness is well-placed, because our current generation of American parents has grown used to the Placebo Mickey.

But Disney purists, the ones who are versed in the first decade and a half of Disney animated short-form cartoons upon which the entire empire is built, are fascinated to see Mickey return to his rascally roots. He was, as the New York Times, puts it, "the Bart Simpson of his day," but even that reference is dated by about 20 years, as Bart himself, like Mickey, has gradually grown sweeter and milkier with time.

If anything, Mickey was the Stewie Griffin (from the show Family Guy) of his day, sassy and inappropriate and deliciously devious. In one of his earliest shorts, Plane Crazy, he dumps Minnie Mouse from a biplane because she refuses to kiss him. In The Karnival Kid, he spanks the exposed buttocks of another character. Corporal Punishment Mickey worked in the raucous, politically incorrect period of the Great Depression. Mickey's modern stewards see a modern day relevance in that brazen attitude, which is a principal reason they've chosen to debut the new Mickey against the backdrop of the old Mickey Mouse Sound Cartoons.

In fact, many of the original Disney characters are perceived by parents as being far more squeaky clean than Mickey. In the original Peter Pan, Tinker Bell spends the entire movie trying to murder Wendy, yet many modern parents persist in seeing the homicidal fairy as something quaint and plucky. Sleeping Beauty, one of Walt's favorite films and the namesake for Disneyland's castle, is a nightmarish swirl of dark imagery, and let's not forget that someone chases Snow White through the woods, trying to dig her heart out with an axe.

Modern audience expectations don't fit comfortably with the realities of Disney lore, but we agree to ignore the incongruities for the sake of Disney "magic." Seen from that perspective, the throwback version of Mickey could end up alienating the parents who feed Disney's coffers.

Based on the fact that the "new" Throwback Mickey is first appearing in a video game, a product with a niche audience, it's not a wild guess to assume that Mickey's makeover won't be thorough. Although this makeover has not been reported to affect any other aspect of the Disney empire, if it does, first we'd be likely more of the rascal in platforms such as video games and maybe the tween-targeted programming of the Disney Channel. The hand-holding M.C. sweetheart in the theme parks and in official promos is less likely to be affected. (His walk-through "house" at Walt Disney World's Magic Kingdom is slated for demolition for the upcoming Fantasyland expansion, which could, but probably won't, clear the way for a new home reflecting the retro Mickey.)

If anything, Mickey's getting a split personality to match the mock virtuousness that every mass media icon must be skilled at playing, whether crying for Oprah or pitching their Cinderella story to People. His two sides will be used in turn to suit the audience.

Like children themselves, Mickey will be a character model when Mom and Dad are watching, and a craftier sort when it's playtime.

Mousekedude · Post by **Mousekedude** » Nov Fri 20, 2009 10:39 am

THEY WANNA CORRUPT OUR MICKEY!!!!!

Here's more on the subject:

Mickey Mouse's Makeover
By Renee DeFranco
Wed, 18 Nov 2009 22:17:22 GMT
"It has been 81 years since Mickey Mouse was first unveiled to the public in "Steamboat Willie" at the Colony Theatre in New York City. Since then, he has undergone only slight cosmetic changes -- a more pear-shaped body and added pupils in the 1930's, three-dimensional ears in the 1940's, to name a few. But most of these changes were short-lived, as the Mickey Mouse of today appears very much as he did on his first hello.

But now, in late 2009, the idea of a Mickey makeover is actually being entertained. The Walt Disney Co., after years of keeping Mickey in a timeless, changeless capsule, is re-imagining him for the future, according to Brooks Barnes' New York Times article.

What this means? A cartoon that's more appealing to future generations, has more of an edge, perhaps even more temperamental, a bit less predictableâ€¦ in short, less Mr. Nice Guy.

Naturally, the edgier Mickey Mouse of the 21st century will debut not behind velvet ropes or Broadway curtains but in a video game on the television screen. In fact, his first introduction will be next year in a Nintendo Wii game called Epic Mickey, in which he will act cantankerous, cunning and heroic, according to Barnes.

On a larger scale, Disney will also embark on a journey to tweak and fine-tune Mickey's personality and image across the board, from the way he appears in Disney theme parks and on the Disney Channel to how he interacts with kids on the Web. News of his development was made public shortly after Disney won approval from the Chinese government of its bid to open a new park in Shanghai. However, there has been no confirmed correlation between the two announcements.

In other news, Disney's more forward-looking approach also involves the Apple-ifying of its retail stores. It has been rumored that the company tapped none other thanSteve Jobs himself for consulting advice on how to improve the shopping experience of Disney stores.

What to expect in the near future: A magical, theme park-like transformation. Think employees carrying kiosks for mobile checkout, karaoke and touchscreen stations featuring recent films and "live chats" with Disney stars.

Over the next five years, analysts estimate that Disney will spend about $1 million per store to redecorate, reorganize and install interactive technology, according to another New York Times article by Brooks Barnes.These changes are expected to play a role in many of the company's 340 stores in the U.S. and Europe, as well as 125 new U.S. locations slated to open at midnight on Black Friday."

I'm really surprised there hasn't been more discussion of this on these boards. Where is everybody?

mindflipper · Post by **mindflipper** » Nov Fri 20, 2009 1:36 pm

Actually, there is already a thread about the EPIC MICKEY and it has been discussed and debated over there about the new, edgier video game in the process.

Mousekedude · Post by **Mousekedude** » Nov Fri 20, 2009 1:49 pm

Really? I did a search and couldn't find a thread on it, except for this one. Maybe if I used the term EPIC MICKEY I'll find it....?

.....nope, I tried that and still couldn't find it. What's the name of the thread?

mindflipper · Post by **mindflipper** » Nov Fri 20, 2009 2:04 pm

Try here:

viewtopic.php?t=5822&highlight=

Mousekedude · Post by **Mousekedude** » Nov Fri 20, 2009 2:17 pm

Thanks, Mind.

I went over there and read through all the posts, and the discussion there is centered specifically around the video game. So on this thread let's discuss the overall image makeover and other changes that are mentioned in the above article. Seems like Disney is going to try the failed "New Coke" thing that never seems to work when you try it on classic time-honored icons. What is going on in their heads?
I can appreciate the technological improvements, vis-a-vis Apple-style kiosks and so forth, but why change Mickey's image?

Jacca5660 · Post by **Jacca5660** » Nov Fri 20, 2009 2:43 pm

It's amazing with all the incarnations of Mickey, that they'd want to go in this direction. When ever I visualize Mickey it seems to always be one of the 1940's versions. I guess that's the classic Mickey. I think of that era I like Pie Eyed Mickey the best!

mindflipper · Post by **mindflipper** » Nov Fri 20, 2009 2:49 pm

I think - or at least I hope - the article you posted over-exaggerated it a bit. I think the basic Mickey we see on the Disney Channel and the Themeparks will stay the same - mess with that, and you screw with the almighty revenue dollar - no, no, no, no, no. Can you imagine the boycott protests at the theme-parks if they did? Can anyone really be that stupid??

As for Video games and the like, I think they're doing this because all that stuff is "on the edge" as someone pointed out in the video game thread. And Video gamers love that creepy on-the-edge crap. I look at half those games and think anyone who plays has got to be part criminally insane...(that's just me...)

But hey, as I said, those wacky people in Marketing are the least qualified to make the decisions, and it is amazing how many times it's brainless scheme that gets the go-ahead...

Jacca5660 · Post by **Jacca5660** » Nov Fri 20, 2009 2:57 pm

Have you seen anima Mickey? It's sooooooo bad!

Mousekedude · Post by **Mousekedude** » Nov Fri 20, 2009 3:08 pm

mindflipper wrote:...I think the basic Mickey we see on the Disney Channel and the Themeparks will stay the same - mess with that, and you screw with the almighty revenue dollar - no, no, no, no, no. Can you imagine the boycott protests at the theme-parks if they did? Can anyone really be that stupid??

...I look at half those games and think anyone who plays has got to be part criminally insane...(that's just me...)

...it is amazing how many times it's brainless scheme that gets the go-ahead...

To your first part: There would be riots!!!

To your 2nd part: I don't think you're alone in thinking that. I think the same myself sometimes. Did you see that one episode of CSI-Miami where these college kids turned a violent video game into reality and were robbing banks and killing people? I think the Columbine killers were video game freaks too, if I remember...

To your third part: yup.

Jacca5660 wrote: Have you seen anima Mickey? It's sooooooo bad!

No I haven't, and I'm pretty sure I don't want to either!

mindflipper · Post by **mindflipper** » Nov Fri 20, 2009 3:17 pm

Jacca5660 wrote: Have you seen anima Mickey? It's sooooooo bad!

Post a link, dude; I could use the laugh.

Morningsky · Post by **Morningsky** » Nov Sat 21, 2009 6:16 pm

I hadn't heard any of this before today. I did see the Epic Mickey thread but not know what "Epic Mickey" was I hadn't read it yet. I must say, all this puts a serious bummer on the end of my day.

Jacca5660 · Post by **Jacca5660** » Nov Sun 22, 2009 12:59 am

Morningsky don't let this bring you down! It's the Mickey in your heart that counts!!

mindflipper · Post by **mindflipper** » Nov Sun 22, 2009 1:04 am

Just cheer yourself up by singing that R.E.M. classic:

It`s the end of the world as we know it.
It`s the end of the world as we know it.
It`s the end of the world as we know it and I feel fine.

Jacca5660 · Post by **Jacca5660** » Nov Sun 22, 2009 1:07 am

F.I.N.E. !?!?!?!?!