Disney Plans Mickey Birthday Campaign

Anniversary campaign will feature social media, TV shorts and more.

Disney has unveiled its newest campaign to celebrate the 88th anniversary of its flagship character Mickey Mouse.

The campaign will kick off with Mickey embarking on a trip around the world, where he’ll make surprise appearances at real-world locations, which will be captured and shared on Disney’s Mickey Mouse Facebook page. A video highlighting his travel’s, and featuring a new song titled “What We Got,” will debut on the character’s anniversary, Nov. 18.

Disney has also launched a Mickey Mouse Instagram account (@MickeyMouse). The new page will showcase branded videos and images, including one’s featuring the character’s global travels as well as his appearances in Disney films, TV shows and theme parks.

Additionally, on Nov. 18, select locations at Disnelyand and Walt Disney World Resorts, as well as Disney Stores in the U.S., will distribute commemorative Happy Birthday, Mickey! buttons. Disneyland Park in Anaheim, Calif., will also host a pre-parade birthday celebration and the Magic Kingdom Park in Orlando, Fla., will see a variety of characters and performers dance in a birthday-themed edition of the Move It! Shake It! Dance & Play It! Street Party.

Disney Channel will also air new Mickey Mouse shorts throughout day as well as premiere two new cartoon series featuring the character, titled “Mickey Meows Club” and “Mickey’s How Not To.” Plus, Disney Junior will debut the teaser for the upcoming series “Mickey and the Roadster Racers.”

Finally, D23: The Official Disney Fan Club, Oh My Disney, Babble and other Disney sites will post Mickey-related videos, galleries, stories, crafts, recipes and more leading up to and on his birthday.

Mickey’s anniversary is celebrated in honor of the release of his first theatrical film Steamboat Willie, on Nov. 18, 1928, at the Colony Theatre in New York City. Since then, the flagship character has starred in more than 100 cartoons.

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