Rebranding an Icon

POSTED BY Christina Arbini on Nov 6, 2009

When you think of Mickey Mouse, what comes to mind? Old, choppy, black and white clips of Steamboat Willie? A cuddly character with a high-pitched voice finding adventures with a goofy dog and a half-dressed duck (don't even get me started on the oddity of that)? Or maybe donning your very first pair of mouse ears at the magical kingdom with your name sewn across the brim? However you envision the beloved mouse, get ready for a new and "improved" version coming soon.

As pointed out in articles this morning on Advertising Age and Brandchannel, this make-over is intended to strengthen the character's popularity among today's children — who have become more enamored with the likes of Nickelodeon, Pixar and Dreamworks characters. And to do this, they are giving Mickey Mouse an edgier look and feel, or as they described, something that will "show the character's darker side" through a new game called Epic Mickey created for Nintendo Wii.

So, what do you think? How do you feel about Disney's plans to rebrand this icon? It's about time? Don't mess with my mouse? It's a sign of the times? Let's hear what you have to say.

WRITTEN BY Christina Arbini

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