Summary
HE IS the saccharine-sweet foundation upon which the Disney empire was founded, the iconic character who has kept the corporation's tills ringing for the past 80 years. But amid evidence of growing ambivalence towards the leading man of the cartoon world, Mickey Mouse is getting a makeover for the modern age. He's going to be darker, harsher; a sinister cynic for a generation of children weaned on Nickelodeon and Pixar and nourished through childhood by the edgy animated worlds of The Simpsons, South Park and Family Guy.
Not since Bruce Wayne metamorphosed from the wholesome crusader against crime into the troubled soul compelled to combat Danny De Vito's demented Penguin and Heath Ledger's maniacal Joker on Gotham City's mean streets has an American talisman undergone such a radical transformation.See the full content of this document
Extract
Profile: Mickey Mouse: The Mouse That Soared
Despite recognition ratings of 97 per cent in America, beating even Santa Claus, Disney is acutely aware that Mickey's allure is beginning to wane. Nowhere is that more true than in its home market, with only 20 per cent of the character's dollars 5bn merchandising revenue raised domestically. That presents the corporation with a dilemma: i...
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