Epic Mickey

A lot of time, effort, and money are put into brand management. There is a reason why Superman, who was created in 1932, is still on children's bed sheets, in their books, and in their movies. Superman hasn't changed and adapted to the digital age. He doesn't have a keyboard that comes out of his stomach and he doesn't have a built-in computer in his brain, yet kids still see him as relevant today. There are people that have been actively working since 1932 on the development and correct distribution of the Superman brand. The same goes for Disney. 

Mickey Mouse is one of the most iconic animated brands of our time. He symbolizes joy, curiosity, love, friendship, and simplicity. But what would happen if a brand that has been carefully developed over decades changes its identity?

Last week, news was released about a video game titled, "Epic Mickey." According to Drew McWeeny, "Mickey Mouse might be involved in one of the most inventive uses of the company's overall iconography ever, and one that serves in some ways as a wry commentary on the way we devour and then discard pop culture as a whole."

The game uses "forgotten" characters from Disney like Mickey, Donald and Goofy. As the player, you are Mickey and you must use artistic tools like paintbrushes and erasers to prevent your character friends from being swallowed up by a black blob. Not only is this a push to promote classic 

Disney brands, it is also sending out a message about society and its disregard for historical art. Disney is taking a huge risk by releasing a video game like this. First of all, it uses very untraditional animation that Disney fans are not used to seeing. Epic Mickey has the potential to be a life changing branding move for Disney in a good way, but it also puts the characters at risk of losing their meaning. Will this be good or bad? We'll have to wait and see...