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Mickey Mouse turns 90, and the Disney marketing machine celebrates

The Walt Disney Company will celebrate Mickey Mouse's birthday with a prime-time ABC special on Sunday

Brooks Barnes | NYT  |  Los Angeles 

A two-hour prime-time special on ABC. Cupcakes the size of cars at Disneyland Paris. Collaborations with a dozen fashion designers, including Marc Jacobs. More than 30 books, including one from Taschen so big it comes with a carrying handle. Small and subtle are not the Walt Disney Company’s style. But a new effort to focus attention on one of its oldest characters, Mickey Mouse, is truly something to behold. Disney is using Mickey’s 90th birthday as a monstrous marketing moment, with the company’s cross-promotional machine revved up to what may be its highest ...

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First Published: Sun, November 04 2018. 00:13 IST