Mickey Mouse — the iconic cartoon character that brings on a smile in everyone from six to 60 —has just turned 90. To mark the same, a series of worldwide celebrations are underway, with India also joining the party.

As part of the celebrations, Disney India has tied up with 3,000 schools in select cities for a campaign called ‘Stay Fit with Mickey’.

“The idea has been to make fitness fun. So ‘Mickey’ goes to these schools, teaches kids dance steps and interacts with them,” Ravindran Achariya, executive director, media networks, Disney India, told t2 at The Oberoi Grand last week.

Esha Gupta in a Mickey Mouse sari Agency picture

India’s connect with Mickey Mouse has grown stronger over the last 30 years, ever since the cartoons started airing on Doordarshan. Today, Mickey Mouse’s stories are localised — he drives an auto in a recent one — to appeal to the audience here.

In India as well as in the rest of the world, Mickey has made his presence felt through content, products and fan inspirations. “When you think of Mickey Mouse, you think of fun. He’s the guy who makes things happen and he’s a die-hard optimist. He’s also timeless and universal and anyone who watches him, associates with him,” said Achariya.

In 1928, Walt Disney was travelling by train and doodling on his pad, trying to think of a new character. He drew a small mouse and called it Mortimer. He showed it to his wife Lillian and she rejected the name Mortimer and decided to call him Mickey because it sounded more fun. “That’s how Mickey Mouse was born. I believe the name Mickey has contributed a lot to the character’s popularity. It’s got a very smile-generating characteristic,” said Achariya.

Ranveer Singh sports a Mickey shirt Agency picture

Ever since his first appearance in the 1928 cartoon film Steamboat Willie, Mickey’s popularity has soared.

In 1932, the Academy recognised Walt Disney’s contribution, specifically with respect to Mickey Mouse, and instituted an Oscar for Best Animated Feature. Walt Disney won it every year over the next decade.

“What has worked for Mickey through the decades is that not only is he charming and endearing, he’s also dependable. The audience trusts him and so do the parents. They know that when kids watch Mickey, he will not only entertain them but also impart some values and life lessons,” said Achariya.

Today, Mickey has become a pop-culture icon who’s not just limited to the screen. An inspiration to fashion designers the world over, the mouse has been featured in a variety of high-end designer collaborations globally as well as in India.

“He’s on everything, from a kids’ T-shirt to a grown-up’s sari. This year, we are collaborating with high-street fashion brands to bring back Mickey Mouse nostalgia,” added Achariya.

In 2017, 30 million Mickey Mouse products across 50,000 retail outlets were sold in India alone. “Which means that one Mickey product was sold every second,” signed off Achariya.

Ravindran Achariya, executive director, media networks, Disney India Agency picture

Mickey Mouse. Agency picture

DID YOU KNOW?

• Mickey Mouse became an instant hit on November 18, 1928 with the release of Steamboat Willie, the first-ever cartoon with synchronised sound.
  
• Mickey Mouse’s feature film debut in Fantasia in 1940 is considered one of his most famous roles ever.
  
• In 1955, Mickey made his debut on television in the show The Mickey Mouse Club.
  
• In 1978, Mickey became the first cartoon character to have a star on the Hollywood Walk of Fame. It happened on November 18, 1978, in honour of his 50th anniversary.
  
• One of the most iconic Mickey Mouse products of all time is the Mickey Mouse wrist watch. The first one was produced by the Ingersoll-Waterbury company in 1933, and it was sold for $2.95. The company presented Walt Disney with the 25-millionth Mickey Mouse watch in 1957.