Merchandising
Since his early years, Mickey Mouse has been licensed by Disney to appear on many different kinds of merchandise. Mickey was produced as plush toys and figurines, and Mickey's image has graced almost everything from T-shirts to lunchboxes. Largely responsible for Disney merchandising in the 1930s was Kay Kamen (1892–1949)
who was called a "stickler for quality." Kamen was recognized by The Walt Disney Company as having a significant part in Mickey's rise to stardom and was named a Disney Legend in 1998.
At the time of his 80th-anniversary celebration in 2008, Time declared Mickey Mouse one of the world's most recognized characters, even when compared against Santa Claus.[62] Disney officials have stated that 98% of children aged 3–11 around the world are at least aware of the character.
Disney parks
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As the official Walt Disney mascot, Mickey has played a central role in the Disney parks since the opening of Disneyland in 1955. As with other characters, Mickey is often portrayed by a non-speaking costumed actor. In this form, he has participated in ceremonies and countless parades. A popular activity with guests is getting to meet and pose for photographs with the mouse. As of the presidency of Barack Obama (who jokingly referred to him as "a world leader who has bigger ears than me")
Mickey has met every U.S. President since Harry Truman, with the exception of Lyndon B. Johnson.
Mickey also features in several specific attractions at the Disney parks. Mickey's Toontown (Disneyland and Tokyo Disneyland) is a themed land which is a recreation of Mickey's neighborhood. Buildings are built in a cartoon style and guests can visit Mickey or Minnie's houses, Donald Duck's boat, or Goofy's garage. This is a common place to meet the characters.
Mickey's PhilharMagic (Magic Kingdom, Tokyo Disneyland, Hong Kong Disneyland) is a 4D film which features Mickey in the familiar role of symphony conductor. At Main Street Cinema several of Mickey's short films are shown on a rotating basis; the sixth film is always Steamboat Willie. Mickey plays a central role in Fantasmic!
(Disneyland Resort, Disney's Hollywood Studios) a live nighttime show which famously features Mickey in his role as the Sorcerer's Apprentice. Mickey was also a central character in the now-defunct Mickey Mouse Revue
(Magic Kingdom, Tokyo Disneyland) which was an indoor show featuring animatronic characters. Mickey's face currently graces the Mickey's Fun Wheel at Disney California Adventure Park, where a figure of him also stands on top of Silly Symphony Swings.
In addition to Mickey's overt presence in the parks, numerous images of him are also subtly included in sometimes unexpected places. This phenomenon is known as "Hidden Mickey", involving hidden images in Disney films, theme parks, and merchandise.