Yesterday I visited a friend and bought her 6 years old daughter an expensive Mickey Mouse toy from Disney Land.
She just looked at it for one second and then walked a way.
Branding
Why this kid doesn’t like Mickey Mouse? When I was a kid, having a Mickey Mouse would make me feel happy for weeks. Then I realized that she probably has never watched any episodes about the mickey mouse on TV.
Her favourite Chinese cartoon episode is called Pleasant Goat and Big Big Wolf
Her favourite western episode is My Little Pony
Brand can get old
I made a mistake by assumming kids will always like Mickey Mouse, but it is actually not the case, people in my generation used to watch 2 episodes of Mickey Mouse everyday after school for many years.
Now Disney Land spents billions of dollars in building parks but they forgot to ccoupy the screens.
The real value is not Mickey Mouse, it is the screens and the limited attention of young childern.
Shanghai Pathways Blog 