11.19 300x200 mickey

Mickey Mouse’s 90th anniversary: Seven fashion brands honour big day in unique style

A host of ready-to-wear and accessories brands have joined Mickey Mouse’s 90th b’day celebrations, teaming up with Disney on all kinds of colourful, fantastical and fun-filled collaborations featuring Mickey.

mickey mouse

Mickey Mouse’s 90th anniversary: Seven fashion brands honour big day in unique style  |  Photo Credit: AFP

As a veritable pop culture icon, Mickey Mouse has been inspiring the fashion world for the best part of nine decades. With the Disney mascot set to celebrate his 90th birthday, November 18, a host of ready-to-wear and accessories brands have joined in the celebrations, teaming up with Disney on all kinds of colourful, fantastical and fun-filled collaborations featuring the world’s most famous mouse. Here’s a look at some of the limited-edition creations to snap up in honor of Mickey Mouse’s big day.

The crocodile brand is celebrating its 85th anniversary and Mickey Mouse’s 90th with a collection of men’s, women’s and kids’ creations. For the occasion, Mickey — or Minnie on certain pieces — steps into tennis gear and onto a series of polos shirts, T-shirts, sweatshirts, pullovers, a fleece dress, sneakers and leather goods. The collection lands in stores worldwide in November.
Website: www.lacoste.com

The Levi’s brand is joining in Mickey Mouse’s 90th birthday celebrations with a limited-edition collection. The mouse features on various Levi’s classics, including the iconic Trucker Jacket and 501 jeans. The capsule also includes T-shirts, sweatshirts and accessories.
Website: www.levi.com.

Rag & Bone
Rag & Bone is celebrating Mickey’s milestone with an entire ready-to-wear collection rich in references to the iconic mouse and his world. The limited-edition unisex drop includes T-shirts, sweatshirts, cotton shirts, cashmere sweaters, polo shirts, denim jackets and sneakers. It’s available in stores and online.
Website: www.rag-bone.com.

The Bershka fashion retailer is saluting Disney’s beloved mascot with a collection of men’s and women’s apparel with a streetwear flavor. Fans of the legendary mouse can shop pullovers and sweatshirts, T-shirts and even a padded jacket. The designs are available in stores and online.
Website: www.bershka.com.

Accessories brand Nixon has used various details from the world of Mickey Mouse to create a celebratory collection of watches. As well as working in the number 90 here and there in reference to the mouse’s landmark age, Nixon also puts Mikey’s limbs to work on its unique timepieces as watch hands. The collection also includes bags and small leather goods. The creations are available in stores and online.
Website: www.nixon.com

From the Sk8-Hi, the Old Skool, the Authentic and the Slip-On to the Authentic Gore, some of the most iconic Vans sneaker styles land in the colours of Mickey Mouse for this 90th-anniversary celebration. The designs honor the Disney mascot and his world, as well as his onscreen career. The collection also includes backpacks, caps, clothing and socks, all steeped in Vans’ legendary California cool.
Website: www.vans.com

Havaianas celebrates the 90th anniversary of Mickey Mouse with a collection that tells a story. The Brazilian brand uses 10 pairs of flip-flops to highlight standout moments in the Disney character’s career. From his “Steamboat Willie” debut to a 90th-anniversary model to designs celebrating Mickey’s love of hip-hop and soccer, the collection puts the Mouse’s life in the spotlight. The collection is due out November 15.
Website: www.havaianas-store.com.

source: https://www.timesnownews.com/international/article/mickey-mouses-90th-anniversary-seven-fashion-brands-honour-big-day-in-unique-style/311928

It pays to be open minded

Start Licensing’s Ian Downes on why it is difficult to pigeonhole things in the current climate.

I am sure most of us that work in licensing have been asked to explain what our job entails. My stock answer is to say I work in a Mickey Mouse business and quickly explain how a Mickey Mouse t-shirt happens. This explanation is effective but is getting a little dated so I have been delighted to see how high street optician Specsavers has embraced licensing. I now use it as my go to example to explain the business of licensing.

Specsavers is a company that uses licensing across different product ranges and age profiles. Currently it is promoting a Disney Mickey Mouse range prominently in the windows. This is linked to Mickey’s 90th anniversary. This anniversary seems to have been leveraged well by Disney and it has pulled together a number of interesting partnerships. Anniversaries offer brand owners a good opportunity to shine a light on a brand, coupled with a chance to kickstart things. I am currently working with Aardman on Wallace and Gromit’s 30th anniversary which is next year.

A lot of planning has gone into it to deliver a range of activities, new design resources and opportunities for licensees. Anniversaries are opportunities but ones that need to be proactively managed.


Returning to Specsavers, it uses a variety of marketing techniques to engage with consumers and licensing is intertwined with this. It is well known for its TV commercials and strap line, but it invests in window displays and also produces a couple of customer magazines. One is Specsavers for Kids. This combines some product information with activity pages and competitions for children.

The current issue highlights a new range of products featuring the Transformers movie Bumblebee and the issue is themed around this. Here Specsavers is making the most of a high profile movie adding some new dynamics to the product offering. I imagine it manages the inventory carefully and it is a time limited range.

For the film, this partnership has created a fresh communication platform and opened up some new retail space. Other children’s brands that Specsavers currently sells include JCB, a perfect brand for tough and durable spectacle frames. It also sells Mulan, Winnie the Poohand The Gruffalo.


Specsavers also publishes a magazine aimed at adults. The cover star of the current issue is Zoe Ball. A good example of how it uses celebrity spectacle wearers to promote the products. Other personalities it features in specific promotions about particular topics include Eamonn Holmes, Louise Redknapp and Hairy Biker Dave Myers. This is an example of how brands are tapping into the celebrity market and using celebrities as voices for specific campaigns.

Specsavers has recognised that spectacle frames can be fashion wear and trend driven. With this in mind it has a track record of working with designers and brands.

Current brands featured include Red or Dead – this product is interchangeable whereby the arms and frames of the spectacles can be changed allowing the wearer to mix up colourways and designs. It also has strong links with celebrities like Kylie Minogue and Will.i.am who have curated and designed collections. The celebrities talk about their designs and collections adding gravitas to the partnerships. Other featured brands include fashion brands Lyle & Scott, Karen Millen and Balmain. This theme extends to ranges with Tommy Hilfiger, Hackett, Quiksilver and Cath Kidston.

Fashion licensing is obviously a good route for Specsavers. I think it licences a lot of things directly, but I imagine it also tops up the offer by stocking product from licensees. The latter approach would allow it to respond to new trends and styles.

Specsavers is a really good example of how licensing is playing a role in different types of businesses and products. A reminder to us all that new business can be developed in genuinely new ways.


As we approach Remembrance Sunday, there have been more examples of licensed products and partnerships between brands and the Royal British Legion featuring the iconic poppy. One clever and timely product are pin badges produced in partnership with football clubs. I think this official programme will reassure fans that they are buying official merchandise with money flowing back to the Legion.

I bought my Millwall Poppy badge directly off the Legion website although they were on sale in the club shop as well. Apparently they sold out on the first day in-store so more were ordered. One aspect of official licensing campaigns we can overlook is illustrated by this example. Officially licensed or produced products can be a great reassurance to consumers.

I think these football club Poppy badges are a very smart move by the Legion, not least as there seems to be a plethora of pun badges on the market.

The other Royal British Legion Poppy product I thought stood out was a half pint mug from Emma Bridgewater. £5 from purchase of the mug goes to the Royal British Legion. The design features poppies designed in the signature Emma Bridgewater style. It is a lovely product that has a real keepsake quality to it and one that befits the brand it features.

It is hard for organisations like the Legion to strike a balance between raising funds and quality controlling the use of their brand. In this case I think it is a really effective partnership and it has created a product that works really well in a unique retail channel.


Finally, I think we are all finding the retail market challenging and confusing at the moment. One piece of activity I spotted this week added to my confusion but is probably a sign of the times – the times being that retailers need to find new ways of engaging with consumers and achieve cut through.

I saw online retailer Not on the High Street not quite on the high street, but on the station concourse. It had a pop up retail unit at Waterloo Station. I think this shows that retail is rapidly changing and it is difficult to pigeonhole things.

An open minded approach to selling and reaching consumers is probably the right mindset at the moment and remembering retail examples like Specsavers which show that licensing can be a valuable tool in a confused retail market if used wisely.

Ian Downes runs Start Licensing, an independent brand licensing agency. His Twitter handle is @startlicensing – he would welcome your suggestions for what to look out for.

Originally appeared on: https://www.licensingsource.net/indepth/the-licensing-lookout-it-pays-to-be-open-minded/

Rolling Stones logo tops iconic t-shirt designs poll

Nike ‘Just Do It’, Superman, Mickey Mouse, Coca-Cola, Batman also named.

A new poll has found that the Rolling Stones tongue logo is the most iconic t-shirt design of all time.

The famous motif beat competition from the silhouette of Che Guevara, the Hard Rock Cafe logo, the Nike ‘Just Do It’ swoosh and Superman in the poll, which was commissioned by Day2.

Other brands and bands appearing in the top 50 – as reported by The Independent – include Mickey Mouse, Coca-Cola, Batman, Smiley, Star Wars, Guns n’ Roses, Ghostbusters, Jack Daniel’s, NASA, Pepsi, KISS, Thundercats and Transformers among others.

You can read the full listing by clicking here.

The research of 2,000 UK adults also discovered that Britons typically buy five new t-shirts a year and wear their favourite on average five times a month.

Source: https://www.licensingsource.net/rolling-stones-logo-tops-iconic-t-shirt-designs-poll/

Oh boy! A Mickey Mouse X Lacoste collab

The Walt Disney Co. has inked a deal with lifestyle brand Lacoste for a new collection of apparel and accessories that fete both Mickey Mouse’s 90th anniversary and Lacoste’s 85th year.

The new collection features both Mickey and Minnie Mouse across about 30 pieces including sneakers, leather goods, polos, tees, sweatshirts and accessories for kids and adults.

The new Mickey and Minnie range is set to debut at Lacoste stores on Nov. 1 in the U.S., with worldwide rollout set for Nov. 14.

Source: https://www.licenseglobal.com/character/oh-boy-mickey-mouse-x-lacoste-collab