Mickey Mouse gets his edge back
Quick! Describe Mickey Mouse's personality in six words or less. Having a hard time? All right, what was the last wacky thing you saw him do? Still stumped?Mickey is a lot of things, but specific he isn't. One of the world's most identifiable characters has become little more than a corporate mascot who is rolled out whenever the Disney company needs to sell something. Mickey is a placebo, a blank slate of a cherub upon whom children and adults alike can project their fondest make-believe fantasies. Even when he makes personal appearances, he's usually silent.
Mickey could be said to be stuck in 1955, but Disney is aware it's nearly 2010. So its image-makers, aware that Mickey's "aw-shucks" act has grown stale and won't last forever in a world filled with ironic and savvy kids, are taking a risk with their flagship character. Breaking the code Mickey has followed for the past half-century, it has authorized a new image for His Mouseness, which could turn off millions of parents who treasure the genial personality they're used to. Harking back to his early years, he'll become a colorized version of his 1930s self: wiry legs, sharp angles, a stockier belly, a whip-like rodent tail, and a peaked brow that can twist into a variety of perturbed expressions to match his flashing temper.
Epic Mickey, coming out next year for the Wii console, will feature a new Mickey based on a very old concept. In the Wii game, Mickey travels back to the black-and-white cartoon world he abandoned in the 1930s, squares off against the Walt Disney character he replaced (Oswald the Rabbit) and runs around trying to eradicate other cartoon characters with paint thinner. Then he continues his quest to other locations and scenes from Disney history.
Marketing experts, who care nothing for honoring history, are made nervous by the shift, likening the coming change to the introduction of New Coke. Seen through the prism of Disney history, that's nonsense -- if anything, it's a return to the original Coke, and this "new" Mickey is closer to what Walt Disney himself created and voiced -- but their nervousness is well-placed, because our current generation of American parents has grown used to the Placebo Mickey.
But Disney purists, the ones who are versed in the first decade and a half of Disney animated short-form cartoons upon which the entire empire is built, are fascinated to see Mickey return to his rascally roots. He was, as the New York Times, puts it, "the Bart Simpson of his day," but even that reference is dated by about 20 years, as Bart himself, like Mickey, has gradually grown sweeter and milkier with time.
If anything, Mickey was the Stewie Griffin (from the show Family Guy) of his day, sassy and inappropriate and deliciously devious. In one of his earliest shorts, Plane Crazy, he dumps Minnie Mouse from a biplane because she refuses to kiss him. In The Karnival Kid, he spanks the exposed buttocks of another character. Corporal Punishment Mickey worked in the raucous, politically incorrect period of the Great Depression. Mickey's modern stewards see a modern day relevance in that brazen attitude, which is a principal reason they've chosen to debut the new Mickey against the backdrop of the old Mickey Mouse Sound Cartoons.
In fact, many of the original Disney characters are perceived by parents as being far more squeaky clean than Mickey. In the original Peter Pan, Tinker Bell spends the entire movie trying to murder Wendy, yet many modern parents persist in seeing the homicidal fairy as something quaint and plucky. Sleeping Beauty, one of Walt's favorite films and the namesake for Disneyland's castle, is a nightmarish swirl of dark imagery, and let's not forget that someone chases Snow White through the woods, trying to dig her heart out with an axe.
Modern audience expectations don't fit comfortably with the realities of Disney lore, but we agree to ignore the incongruities for the sake of Disney "magic." Seen from that perspective, the throwback version of Mickey could end up alienating the parents who feed Disney's coffers.
Based on the fact that the "new" Throwback Mickey is first appearing in a video game, a product with a niche audience, it's not a wild guess to assume that Mickey's makeover won't be thorough. Although this makeover has not been reported to affect any other aspect of the Disney empire, if it does, first we'd be likely more of the rascal in platforms such as video games and maybe the tween-targeted programming of the Disney Channel. The hand-holding M.C. sweetheart in the theme parks and in official promos is less likely to be affected. (His walk-through "house" at Walt Disney World's Magic Kingdom is slated for demolition for the upcoming Fantasyland expansion, which could, but probably won't, clear the way for a new home reflecting the retro Mickey.)
If anything, Mickey's getting a split personality to match the mock virtuousness that every mass media icon must be skilled at playing, whether crying for Oprah or pitching their Cinderella story to People. His two sides will be used in turn to suit the audience.
Like children themselves, Mickey will be a character model when Mom and Dad are watching, and a craftier sort when it's playtime.
Reader Comments (Page 1 of 36)
11-05-2009 @ 5:56PM
Sondra said...
That is terrible, you are telling children that nice things turn evil. I think that is a terrible message to send to kids. There is enough evil in the world without turning our cartoons evil too.
But it doesn't suprise me its all about making the big buck. No matter at what cost. Thank God my kids are grown. I will never buy it for my grandchildren.
Reply
11-06-2009 @ 8:19AM
Ryan said...
Your attitude although admirable is flawed, kid's can't go around idolizing characters without any flaws. They will think the world is perfect and nothing can go wrong.
If they look up to a character that is 3 Dimensional and makes mistakes, they will learn how to correct those mistakes with that character.
11-06-2009 @ 9:16AM
elton said...
Prime example of how a more immoral and somewhat more God-less nation only cares about dark, cynical and crude humor and lust. Can't image what will be the standard 20 years from now when these jaded kids become the future of America.
Bad enough these kids are jaded by tv and video games (total inactivity and immoral training). The US military says most of the kids are unfit for military due to that, criminal activity and school drop out rate.
Sounds like the other nations will be watching. Be a good scenario for invasion. Love a liberal response to that.
11-06-2009 @ 9:39AM
connie said...
I believe if everything from cartoons to toys wasn't about evil and fighting our grandchildren would have a better chance at a good life. Every time you turn the tv on you hear something about fights, murder and drugs. Keep the mouse happy and throw in some prayers.
11-06-2009 @ 10:06AM
ac77inc said...
I totally agree. Why can't our kids have something nice for a change, something sweet to combat all the REAL wickedness that surrounds us? Disney is all about fantasy, escapism, a way to put aside the concerns of the day and relax. Fun creatures, beautiful princesses, etc...Why can't we still have that? Why must everything be changed? And for the worse?
11-06-2009 @ 10:50AM
TeddyRay1 said...
Did most of you even RTFA? Nobody's ruining your precious Disney fluff. He's reverting back to what he originally was. You're getting your panties in a twist over nothing and it's ridiculous.
11-06-2009 @ 10:57AM
laura said...
I agree - there are too many things for kids to be wary or scared of anymore. Why can't Mickey stay the same - where dreams come true, friends are important and happy is good. Why would you gear a product to the small age group of disenfranchised youth/teenagers for a video game and alienate the kid's and the adults these teens will grow into who appreciate the simple message of Mickey and Disney. Walt is rolling over in disgust!
11-06-2009 @ 11:34AM
Joanne said...
I agree, what idiot made Mickey into a bad guy from a nice guy? You could just imagine what was going on in the head of the guys that let this image get out there. Boy talk about having a bad day. This could really set kids off. Instead of bad element Halloween costumes you can get your kid Mickey with an attitude!
11-06-2009 @ 2:44PM
porkysnot said...
Evil!? He's just more of a rascal that is misbehaving. As far as sending a message to our kids, what do kids think when they see their parents arguing or getting mad? Do you see THAT as nice things turning evil? It's more about real life isn't it, or do you think that we should keep our children in a "Happyland" bubble until a certain age when we tell them what things are really like? I say raise your children the way you choose. If you don't want them exposed to certain things, then don't, but sooner or later they will be exposed to them whether you like it or not. I'm not saying it's good or bad, it's just the way things are, sorry to say.
11-06-2009 @ 2:57PM
Digi said...
you're an idiot, its parents who guide and ocntrol our kids not cartoons. If you dont like it then dont watch it get over yourself, you arent th only one with an opinion and personally i like to see mickey go back to his roots which if you had any cultural sense you'd realize he was just as bad before (dare I meantion his role in an anti nazi cartoon?) the point being.....get over yourself, your opinioon means nothing cause YOU DO nothing but rant on here..............
11-06-2009 @ 3:02PM
sportacustiu said...
Omg think of the children! rofl. what the fooks wrong with you people? if your a parent and you don't like it, dont friggen buy it. there i solved your problem. now let everyone else have rights too, the games made for OLDER people obviously, everything in america isnt made for tiny little babies and your 5 year olds. are you idiots forgetting that people grow up? its not just 1-6 then 30 immediatly. get you head out of your ass and be responsible. dont buy it for your preschoolers be smart. let the ones who are teens and young adults finally have some fun. oh and guess what? if you assholes backed off all these games a shows, teens and young adults would have something to do other then die in drunk driving accidents and gang violence. ever think of that before you decide to cry over a video game? -_-
11-06-2009 @ 3:08PM
Fred Burrows said...
You are obviously incredibly stupid. Have you heard anything about this game, other than the title? Probably not.
Do you remember the original mickey? That slandering youth who tried to commit suicide on multiple occasions? Then the way he was amorously abusive to Minnie? Yeah. Be thankful he's the good guy this time.
Love, Fred L. Burrows
11-06-2009 @ 3:11PM
adam said...
its a game calm down if the kids grow up wrong it has nothing to do with TV or games blame the parents.
11-06-2009 @ 3:22PM
Aaron Letts said...
I personally find it hilarious that Elton is using terms like "Inactivity" and "immoral" training in response to a game being released on the Wii.
If you plan on trying to take up the standard that games are evil, I'd recommend that you do a little research into the medium first. There's been one man already who devoted his entire career to that fight, and it was a game that actually could have supported that belief. But he no longer has a career, because every time he tried to bring it up people reminded him that the same arguments have been made about radio, television, and movies.
Let me ask you Elton, are you the kind of person who believes that there are messages to Satan in any musical style with distorted guitar riffs?
I'd love to get into a discourse with you about the subject, not to prove I'm right, but because I think you're the first person online who will take it seriously and not just sit there doing nothing or tell me I'm a fool who knows nothing about the world around him.
11-06-2009 @ 3:30PM
mr mouse said...
all things do turn nice and evil over time like food or in that one disney movie with the minimoses and malacar the evil
11-06-2009 @ 3:42PM
m. said...
disney is not trying to reinvint mickey...but trying to appeal to older gamers.i for one agree with this move knowing mickey is not appealing to older gamers.
11-06-2009 @ 3:43PM
Mason said...
Hey, the game isn't MADE for kids. It's likely to have a T (if not M, though I doubt that) rating. It's designed for the older Teen crowd who grew up on Mickey, and is satirical in nature.
11-07-2009 @ 10:13AM
Applenanny said...
Your grandchildren must ve very young because when they get 9-10, Mickey is boring and they want something with more "action". If Disney is smart, they will cover all ages. If there is one thing I have learned in my many years, it is that you have to move forward or be left in the dust. I live in Orlando and know if Mickey stays stagnant, so will park attendance.
11-06-2009 @ 3:51PM
Taylor said...
People really need to get off their high horse..
This isn't a new Mickey, it's the old one. He isn't "evil", he's mischievous. You wouldn't call a mischievous kid evil, would you?
Besides, this new Wii game isn't for four, five year olds. Just cause it's got Disney's logo slapped on it doesn't mean it's intended for your toddler. It's like Kingdom Hearts, a Disney-based game for tweens, teens, and even some adults. If you're worried about your tween/teen seeing (the old) Mickey, or the game, you need a reality check. They're old enough to know the world isn't full of princesses and singing birds.
If you don't want your kid to be exposed to this Mickey, don't expose them to it. But don't complain and petition about it. Just because YOU think it's wrong doesn't mean it is, or everyone else thinks it is. Kids aren't going to grow up serial killers because, "Mickey Mouse got mad" when they were six.
11-06-2009 @ 4:20PM
Who Cares? said...
Ah, what the hell... let the little kiddies find out young that the world ISN'T a really nice place.