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Mighty Mouse

Move over, Pooh. Mickey's back in town.

This story appears in the July 1999 issue of Entrepreneur. Subscribe »

Although Winnie the Pooh has been the top dog--uh, bear--forretailers over the past few years, thinks it's time itschief inspiration regained his place as a consumer icon. In aneffort to make Mickey Mouse more familiar to modern consumers, therodent has resurfaced to captivate the Saturday morning cartoonaudience. Disney's Mickey MouseWorks, which debuted onABC in May, marks the first time in 46 years a full-time crew hasbrought the mouse back into series television.

"Everybody wants to see the new Mickey Mouse," says aspokesperson for Television . "He stillhas that great personality everyone relates to." Mickey willalso be hitting theaters with Walt Disney Pictures' Fantasia2000, a feature-length film with six new animated segments andthree original favorites from the 1940s classic. The visually andaudibly intense extravaganza begins its 4-month engagement January1, 2000, at IMAX theaters worldwide.

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