2 October 2018

South Africa: Taking the Mickey - the Famous Mouse Is Given an African Look

analysis

As part of his global 90th birthday celebrations, Disney Africa brought 10 "naked" six-foot carbon fibre Mickeys to Art Eye Gallery in New Doornfontein, Johannesburg, to be re-imagined as artworks with a South African flavour. The collaboration with Art Eye, saw 10 South African artists interpret the Mickeys with their personal stamp, but also to stick to parameters: keeping to the Disney brand ideals of wholesome, family-oriented fun and the birthday theme of Mickey - the True Original.

He's essentially three circles with a snout and a squeaky voice - Mickey Mouse at 90 has endured as icon of fun, happiness and fantasy. He's also a symbol of creative genius, enterprise, Americanisation, corporate muscle and sugar-coating.

The rodent that started life as Steamboat Willie, put creator Walt Disney on the map and helped turn Disney into a global brand that last year was worth $55.1-billion. It makes Mickey, who celebrates his birthday on 18 November, a loaded mouse in dollar value and in statement.

As part of his global 90th birthday celebrations, Disney Africa brought 10 "naked"...

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