Oswald returns to Disney

Mouse House plans big promo push for original cartoon character

Nov 22, 2006 Dominic von Riedemann

Last February, Disney got back the rights to classic cartoon Oswald the Lucky Rabbit. What happens next?

(Source: www.cartoonbrew.com)

Since I wasn't working the Animated Film beat back in February, I hadn't heard about this: The Walt Disney Company got the rights to their classic cartoon character Oswald the Lucky Rabbit back from NBC/Universal. In exchange for the character (best known as the precurser to the more successful Micky Mouse), The Mouse House gave NBC/Universal the contract for . . . wait for it . . . sportscaster Al Michaels.

Leaving that little piece of Hollyweirdness aside, Disney has quite the plans for the character (unlike NBC/Universal, who did nothing with Oswald for decades). Last week, Disney threw an internal launch party for the rabbit, featuring a live performance from The RZA from Wu-Tang Clan. At the fest, the Mouse House showed off some of the upcoming Oswald merch, which includes toys, stationary, a DVD box set (as part of the Legacy Collection, due in 2007), Oswald stencil sets, statuettes and clothing.

According to Disney reps, "Oswald will benefit from a more refined retail launch, focusing on the 'couture' market . . . this equates to high-end merchandise from renowned designers, ranging from apparel to accessories."

Thankfully, Disney decided to keep the renowned rabbit (which made its theatrical debut in 1927) in glorious black and white, as befitting Oswald's classic status. Current Disney CEO Robert Iger seems to want to make a break from the blatant money grubbing of the Eisner era, but we'll see how long that lasts.

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