Mickey's 90 and still lucrative

Singer Meghan Trainor is among the stars performing on Mickey’s 90th Spectacular, a two-hour special which aired on Disney-owned ABC last night. PHOTO: AGENCE FRANCE-PRESSE

LOS ANGELES • Walt Disney is setting up more "mouse traps" to capture more profits as it marks the 90th birthday of Mickey Mouse.

Mickey made his official debut in 1928 in Steamboat Willie, Hollywood's first cartoon with synchronised sound.

Unless American lawmakers intervene, Disney's control of the Mickey copyright will expire in five years so executives want to cash in when they still have the whole cheese to themselves.

So there is a two-hour prime-time special on ABC, cupcakes the size of cars at Disneyland Paris and collaborations with a dozen fashion designers, including Marc Jacobs.

There are more than 30 books, including one from publisher Taschen that is so big it comes with a carrying handle.

Mickey and his friends (Minnie, Pluto and Goofy) make up Disney's top-selling consumer-product franchise, but the "challenge for any character, but especially for Mickey since he's so historic, is maintaining relevancy", said Mr Marty Brochstein, a senior vice-president at the International Licensing Industry Merchandisers' Association.

"And the adults are almost more important than the kids in that way. The grown-ups decide on what the money gets spent on."

Mickey's 90th Spectacular, a two-hour special which aired on Disney-owned ABC last night, featured performances by acts that appeal to both adults and teenagers, such as Josh Groban, Meghan Trainor and K-pop group NCT 127.

Such "bait" has worked to keep Mickey's popularity remaining remarkably stable over the years, said Mr Henry Schafer, executive vice-president of Q Scores, which measures the popularity of celebrities, brands and licensed properties.

A recent poll by the company showed that 26 per cent of the American population ranked Mickey as a favourite cartoon character, far above the average.

In Singapore, Mickey will also be dazzling fans as he is part of the light-up in Orchard Road this Christmas.

Join ST's Telegram channel and get the latest breaking news delivered to you.

A version of this article appeared in the print edition of The Straits Times on November 05, 2018, with the headline Mickey's 90 and still lucrative. Subscribe