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Minnie Mouse – is affectionately known as the first lady of Disney,


and consumer awareness for the mini-fashionista is almost as strong as is it for Mickey himself.


with every generation by remaining on-trend and in touch, and as such, Disney is building Minnie as a stand-alone lifestyle brand. “Our initiatives in support of Minnie Mouse are expanding rapidly,” explained Justine Finch, franchise business director for The Walt Disney Company UK and Ireland. “For example, we’re creating content and initiating promotional activity aimed at the six years plus age group with Minnie, by launching her as a real style icon,” said Justine, “We’re taking that element of her personality and really driving it home to the teen, tween and adult audience.” Whether it’s her famous bows, polka dots, or oversized heels, Minnie Mouse has inspired a variety of looks that appeal to women of all ages around the world. The recent ‘Inspired by Minnie Mouse’


T


initiative that centred around London Fashion Week 2012, saw 11 international


he ultimate girl's girl, Minnie Mouse is stylish, classic and in tune with girls of all ages. She connects


designers pay tribute to Minnie Mouse's unique and distinctive style. Minnie’s unique style also showcased with the launch of Minnie and You, a series of ten interstitials airing on the Disney Channel. Featuring fashion and style tips inspired by Minnie, the


series was originally launched


to coincide with the prestigious London


Fashion Week initiative. “These interstitials


connect with Minnie’s


fans and drive interest in products inspired by her,” explained Justine. Minnie and You is a great


example of how Disney is taking


inspiration from successful 'Halo' activity (high profile collaborations and initiatives) and trickling it down into the relevant franchise, Justine explained. “This approach means that a well-received project can be accessed by the mass market. It's a really proactive way of working and means we can stay on top of


Screen Time


Minnie Mouse continues to take centre stage in her very own series, Minnie's Bow-Toons, with brand new episodes airing throughout 2013 on Disney Junior. There will also be Minnie Mouse themed brand new episodes of Mickey Mouse Clubhouse during 2013.


the current trends within the market, ensuring that all our brands stay aspirational and relevant.” “We're building on the additional momentum Minnie Mouse has built up over the last two years as well as enduring appeal,” said Justine. “Minnie Mouse represents a great long-term opportunity as a lifestyle brand with huge potential for continued growth.”


A special MAX PUBLISHING © Disney


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disney PUBLICATION 2013


House of


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