Mickey Mouse goes “gangsta”

Screenshot: That’s likely dramatic, but he is being cast in a reportedly more “shadowy” light in a brand extension and new video game due out tomorrow. For the record Mickey’s worth $6 billion in annual sales to Disney. Technically, he’s already “gangsta”.

I’m intrigued and not even a gamer: In the game, Epic Mickey, retailing for around $49.99, Disney has opted to give artistic license to A-list creatives like game developer Warren Spector whose esteemed following with serious gamers may bode well for the Disney foray into alternative machinations of the pristine character. It’s no small move for one of the strongest and most successful cheek-rosing brands ever, and reportedly an idea with roots in some interns in the company’s video game division–of course.

The game trailer evidences a famous and personally amusing Disney Law: no matter Mickey’s head position, his ears always face the camera. And it’s clear why Disney mesmerizes. Its world is vivid and transformative. Just like this:

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