Disney To Rebrand Mickey Mouse

Posted by Stephanie Startz on November 5, 2009 05:56 PM

No more Mr. Nice Guy Mouse.

Far away in a secret lair (corporate park, rather), Mickey Mouse is undergoing a massive regeneration. Feared to be seen as a corporate overlord rather than an adorable, fun-loving cartoon brand, Disney has ventured into the cryo-chamber (say "Hi" to Walt for me) and begun to enliven the Mouse for a new generation of children and consumers.

The new Mickey will be slowly unveiled, first in the video game Epic Mickey for the Nintendo Wii, due out next year. As the New York Times describes it, the game will "show the character's darker side." Our new Mickey is multifaceted, and can be at times "cantankerous and cunning, as well as heroic, as he traverses a forbidding wasteland."Continue reading...


Where The Wild Mazzola, Lego And Converse Are

Posted by Peter Feld on October 20, 2009 05:44 PM

Though the long-awaited Spike Jonze/Dave Eggers adaptation of Maurice Sendak's modern childhood classic, Where The Wild Things Are, narrowly topped the weekend's box office, reaction from kids and parents has been mixed, as CNN reports, with many parents finding it "joyless" and some young children in the ostensible target market bored.

And as brandchannel's Jim Thompson notes in this week's brandcameo report, the film is certainly a bust when it comes to product placement:

Considering that the majority of the film takes place in the forests and deserts of Max’s creative mind, few opportunities for product placements arise. The beginning of the movie, however, includes a scene where Mazzola is clearly noticeable on the kitchen table. Also, Lego products decorate Max’s bedroom and underscore his affinity for invention and playfulness. The most prominent brandcameo is by Max’s black Converse All-Star lowtop sneakers, which are seen in many scenes throughout the film.Continue reading...

brand news

Headline Roundup: Windfall Prophets

Posted by Peter Feld on October 19, 2009 08:29 AM

Falling dollar helps US exports. [NY Times]

UK considers windfall tax on banks that received aid. [Guardian]

Apple's earnings soar despite recession. [WSJ]

Threatened by Google, Microsoft prepares to launch Windows 7. [FT]

But in China, where software pirates romp, Windows 7 is widely bootlegged. [NY Times]

Lack of a smartphone hobbles Nokia's efforts to battle back in US. [NY Times]

US luxury sector still soft, dropping 8%, recovery awaits 2011. [WSJ]

Twitter helps The Guardian beat gag order about lethal Trafigura waste dump. [NY Times]

Location-based mobile social network Foursquare connects users in real life. [NY Times]

(More headlines: Aid threatens GM and Citi, Lufthansa brings back WiFi.)Continue reading...

Around The Web: Stop Revving Your Engines

Posted by Stephanie Startz on October 15, 2009 06:03 PM

"Twine"? Twitter is launching its own brand of wine. Don't worry, it's for charity! [The Food Section]

Where The Wild Things Are takes over Manhattan. [BrandFreak]

Bud Light will be the sole advertiser on the upcoming "SNL." [BrandWeek]

Performance sputtering, Harley Davidson ends two brands. [Daily Finance]

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