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Did Disney execs unintentionally slip “Philharmagic” a Mickey?

With three tepid reviews of the Magic Kingdom’s newest attraction in hand, Jim Hill wonders: Did Disney accidentally debut its newest 3D film in the wrong theater? And will this prevent “Philharmagic” from becoming the corporation’s next franchisable theme park attraction?

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Sometimes I hate my job.

What do I mean by that? Well … I know that there are a lot of very nice people at Walt Disney Imagineering and Walt Disney Feature Animation who worked very hard on “Mickey’s Philharmagic.” Truly talented folks who labored for months to turn classic Disney characters (toons that — up until now — had only been done in the traditional 2D format) into believable 3D CG creations.

But — in the end — was all of their hard work worth it?

Well … Er … Um …

*Sigh*

No.

At least that’s the indication I’ve gotten. Based on the initial feedback that I’ve received from several WDW cast members and annual passholders who attended last week’s previews of this new Fantasyland attraction, “Mickey’s Philharmagic” is a near miss.

Not a flop, mind you. Nor a debacle or a disaster. Based on what I’ve heard over the past few days, the Magic Kingdom’s new 3D extravaganza sounds like it has some very nice moments. And there’s some CG in this film (particularly the work that was done with the computer-generated Donald Duck and Lumiere from “Beauty and the Beast”) that supposedly will put Pixar to shame.

And the post-show store that you’re funneled into after seeing “Mickey’s Philharmagic” is said to be very nice as well.

But … that’s not a very enthusiastic recommendation, is it? Well — you see — that’s my problem. That’s the sort of language that kept popping up in all the “Philharmagic” reviews that I received this weekend. Not “Great.” Not “Spectacular.” But “nice” and “okay.”

Which is what leads me to believe that the Magic Kingdom’s newest attraction may not be all that magical.

Don’t believe me? Okay. Then let’s get this news straight from the horse’s mouth. Here’s what Seabiscuit had to say in his note:

I had a chance to see Mickey’s (even though Donald is the real star here) Philharmagic the other day. After seeing “Finding Nemo,” I was truly disappointed in the computer animation. Also no pre-show, and standard “4-D” effects (spraying water again). The theater does have a wonderful “expanding” effect, and the flying scenes are very cool. Get out and see it when you can. Even if it’s only a “C” attraction.

Mickey and Donald really look like they went through the budget axe.

Which isn’t all that different from what my Friend Flicka had to say:

Saw Mickey’s Philimagic at a cast preview and it is…nice. It really is Donald’s show and the human characters (Aladdin) look like George Pal Puppetoons. Cast member reaction is divided: Those who love it and those who think it is too soft. (It was designed not to have “scary” moments like snakes popping out or a bug’s stinger in your back so that little kids could enjoy it.)

I saw it twice and would see it again. However, you can tell where they were saving nickels and dimes in the auditorium and pre-show. Sorry to see Mickey still a supporting character in an attraction named after him but Donald is a more flexible character in terms of “roughing him up” as animators discovered nearly fifty years ago.

[The show] seemed very respectful to the source material…Lion King, Little Mermaid, etc….and you really have to see it more than once to catch all the little bits.

Some of the 3-D effects are good but it seemed they missed the boat on others.

Which (surprise, surprise) quite similar to what Mr. Ed had to say about this new Fantasyland show:

Warning !! Mr. Ed is quite the talkative Palomino. So there are some mild spoilers ahead. If you’d prefer that “Mickey’s Philharmagic” be a complete surprise to you (whenever it is that you actually finally get around to seeing this new Disney World show), then I suggest that you stop reading now. Or — at the very least — skip ahead of this indented section.

Good first scene. (They must know that CG Mickey looks like sh*t because he appears for less than 15 seconds in the whole show, and almost always from the back and 50 feet away. When he is seen from the front, they give him a really funny little action to do).

CG Donald is fan-freaking-tastic. Not just aesthetically, but they’re braver with CG Donald. He’s everything that made Don the coolest character of them all before, but more. Like Tex Avery more. It’s very, very faithful to the Jack Hanna/Bill Justice Don, but infused with some badass Chuck Jones.

“Be Our Guest” is lame, but Lumiere is so freaking well built and animated, no one cares.

The Brooms from “Fantasia” scene is my favorite. It’s everything I’ve been waiting for in an attraction. True cartoon comedia.

“Part of Your World” is good too. Though kids (in half of the four shows I saw) thought Flounder was “Nemo!” They figured out how to fix Ariel, and it was to turn her into Fiona [The princess from “Shrek”]. Swear to God, they rendered Fiona’s face to fix Ariel. It works. Her hair — however — looks like a placenta full of wet weasels.

But Ariel has a great, great, great moment with Don. So all is forgiven.

“I Just Can’t Wait to Be King” is okay. The CG is good if uninspired. But the 2d stuff they stuffed in looks great, just underutilized. The CG Zazu is marvelous.

Peter Pan is a close second favorite. Beautiful and funny as hell!!!!!!!

“A Whole New World” is crazy lame. Other than immensely poorly boarded and paced, the CG Aladdin and Jasmine look like those gnomes [that Lord] Farquaad kicked out of Duloc [in “Shrek”].

The finale is ok. The Donald butt in the back of the theater has great movement but placed so poorly, like 4 people saw it. Didn’t we learn anything with “Muppetvision”? Oh, yeah. All those people were fired.

[The post-show “Mickey’s Philharmagic”] shop was beautiful – natch. Of course, they get the good design.

[WDW annual] passholders [who attended Saturday’s preview] liked the show. But remember how those guys talked themselves into loving “Mission: Space”? [Well, it’s the] same thing here, but with the elderly Kissimmee crowd. [“Mickey’s Philharmagic”] will play pretty good [with the regular] guests, but only for three or four years.

Overall, I liked [the show] and would wait as much as 10 minutes to see it again.

You see what I’m saying here, folks? This is pretty tepid praise. I mean, individual characters and sequences got pretty high marks. But the show as a whole seemed to be somewhat … underwhelming. None of the people who e-mailed me this past weekend about “Mickey’s Philharmagic” really sang the show’s praises. By that I mean: They all liked the Magic Kingdom’s newest attraction. They just didn’t love it.

So — sadly — it appears that this new Magic Kingdom attraction won’t the smash hit that Disney had hoped it would be. The Mouse’s 3D movie that was supposed to have kicked “Shrek 4D”‘s butt. (Just so you know: Universal’s newest attraction is still supposedly racking up incredibly high marks on guest satisfaction surveys at that park. Many USF visitors reportedly consider “Shrek 4D” to be a much better show than that theme park’s previous top vote getter, “Men in Black: Alien Attack.”)

And given that Disney Company executives had reportedly been counting on “Mickey’s Philharmagic” becoming the corporation’s next big franchise (I.E. a new attraction that could be dropped — virtually unchanged — into any of the Disney theme parks worldwide), I got to wondering if the somewhat underwhelming reaction to the Central Florida version of the show would put the kibosh on “MP” going global.

So — with that question in mind — I called my super secret source at WDI, Deep Mouse. After I started peppering the poor guy with questions about “Mickey’s Philharmagic,” there was this long sigh at the other end of the line … followed by a prolonged explanation.

“You have to understand, Jim,” said Deep Mouse. “That ‘Mickey’s Philharmagic’ wasn’t supposed to debut at Disney World. This 3D movie was initially supposed to have had its world premiere at Hong Kong Disneyland. In a brand-new theater that would have been built specifically to support this attraction. With a lobby and a pre-show area that would have done a marvelous job of setting the stage for the film that was to follow.”

“But sometime over the past two years, the guys in Team Disney Burbank suddenly changed their minds. Instead of bowing in the Orient, ‘Mickey’s Philharmagic’ would now have its world premiere in Orlando. Several years ahead of schedule. In a retrofitted facility. With little or no theming in the lobby. And with no pre-show.”

“And keep in mind that the Fantasyland facility that ‘Mickey’s Philharmagic’ was shoe-horned into hasn’t ever really worked. Back in 1971, ‘The Mickey Mouse Revue’ didn’t play well in this theater. Nor did ‘Magic Journeys’ in 1988 or ‘The Legend of the Lion King’ in 1994. So I don’t see how the suits expect ‘Philharmagic’ to suddenly turn this situation around in 2003.”

“That Fantasyland Theater is a really poorly designed facility, Jim. The pre-show area there is infamous for not being able to accommodate all the bodies you need in order to fill all of the seats in that house. So you’re behind the eight ball even before you get started here. This is why each of the shows that previously played here never ever met their theoretical hourly capacity. Which is why WDW management was always turning to WDI — every five to ten years or so — and asking us to come up with a brand new show for the Fantasyland Theater at Walt Disney World.”

“It’s a real shame that Disney opted to premiere ‘Philharmagic’ at Disney World, Jim. It really is a cute little show that a lot of people here and at Feature Animation worked very hard on. It really deserved better than this.”

“By rolling the show out in Orlando first — rather than holding ‘Philharmagic’ for Hong Kong Disneyland, where it could have opened in 2006 in a brand new theater that was specifically designed for the show — Disney may have unintentionally cut the legs out from under this potentially quite lucrative theme park franchise. Which is a shame. Not to mention a really stupid business decision.”

“After all, a jewel only looks its best in the proper setting,” Deep Mouse concluded. “And the Fantasyland Theater is NOT the proper setting for ‘Mickey’s Philharmagic.'”

As I was listening to Deep Mouse speak, I found it extremely interesting that this unnamed Imagineer would bring up “Shrek 4D.” For — in a way — this new Universal Studios attraction was the prime example of how placing a new theme park attraction in the right (or wrong) facility can really impact how the public comes to view that particular show.

Take — for instance — the version of “Shrek 4D” that’ was set up at Universal Studios Florida earlier this year. It’s housed inside of that theme park’s old “Alfred Hitchcock: The Art of Making Movies” facility with lots of highly detailed props and signs to entertain USF visitors as they wait in line. All this witty material — plus the clever pre-show that follows — really put guests in the proper mood to enjoy “Shrek 4D.” Which is why people who visit Universal Studios Florida — as they exit this attraction — always give the park’s new 3D movie extremely high marks.

Now contrast that with what happened on the other side of the country. Where Universal Studios Hollywood officials opted to drop their version of “Shrek 4D” into a facility that really wasn’t suited for showing a 3D film: the slightly retooled “Rugrats Magic Adventure” theater. Since this HSH upper lot venue had only an outdoor queue area until earlier this year, it was really hard to find a way to showcase all the signs and props that Universal Creative had created to set a proper tone of the show. Not to mention all the problems involved with finding a place to present “Shrek 4D”‘s pre-show film.

The end result? Universal theme park visitors on the West Coast like “Shrek 4D” quite a bit. But not nearly as much as the folks who see the same show in Central Florida do. Mind you, it’s the same exact 3D movie. Not a frame has been changed. But Universal Orlando’s guest satisfaction survey results clearly show that USF guests think that “Shrek 4D” is a much more entertaining show that theme park visitors in Hollywood do.

So maybe what Deep Mouse is saying is true. Maybe we’re all going to have to wait ’til “Mickey’s Philharmagic” opens at Hong Kong Disneyland in late 2005 / early 2006 before we can see if this new 3D movie actually lives up to its hype.

Of course, I could be jumping the gun here. Maybe some of you JHM readers also got to see this new Disney World show during its preview period last week. And maybe your opinion of this new 3D film is markedly from what Seabiscuit, My Friend Flicka and Mr. Ed had to say. If so, we’d love to hear from you. So drop us a line here at the site and let us know if you thought “Philharmagic” was really magical or not.

In the meantime … well, I’ll hope and pray that “Wishes,” Steve Davison’s brand-new fireworks extravaganza (soft opening scheduled for October 6th, official world premiere on October 8th) actually delivers the goods. Otherwise, we may all have to wait ’til the Fall of 2004 (when the”Stitch”-ified version of “Alien Encounter” is supposed to debut) before there’s a good enough reason to schedule a return trip to WDW’s Magic Kingdom.

Your thoughts?

Jim Hill

Jim Hill is an entertainment writer who has specialized in covering The Walt Disney Company for nearly 40 years now. Over that time, he has interviewed hundreds of animators, actors, and Imagineers -- many of whom have shared behind-the-scenes stories with Mr. Hill about how the Mouse House really works. In addition to the 4000+ articles Jim has written for the Web, he also co-hosts a trio of popular podcasts: “Disney Dish with Len Testa,” “Fine Tooning with Drew Taylor” and “Marvel US Disney with Aaron Adams.” Mr. Hill makes his home in Southern New Hampshire with his lovely wife Nancy and two obnoxious cats, Ginger & Betty.

Jim Hill is an entertainment writer who has specialized in covering The Walt Disney Company for nearly 40 years now. Over that time, he has interviewed hundreds of animators, actors, and Imagineers -- many of whom have shared behind-the-scenes stories with Mr. Hill about how the Mouse House really works. In addition to the 4000+ articles Jim has written for the Web, he also co-hosts a trio of popular podcasts: “Disney Dish with Len Testa,” “Fine Tooning with Drew Taylor” and “Marvel US Disney with Aaron Adams.” Mr. Hill makes his home in Southern New Hampshire with his lovely wife Nancy and two obnoxious cats, Ginger & Betty.

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Theme Parks & Themed Entertainment

Disney’s Forgotten Halloween Event: The Original Little Monsters on Main Street

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When most Disney fans think of Halloween in the parks, they immediately picture Mickey’s Not-So-Scary Halloween Party at Walt Disney World or the Oogie Boogie Bash at Disneyland Resort. But before those events took over as the must-attend spooky celebrations, there was a little-known event at Disneyland called Little Monsters on Main Street. And its origins? Well, they go all the way back to the 1980s, during a time when America was gripped by fear—the Satanic Panic.

You see, back in the mid-1980s, parents were terrified that Halloween had become dangerous. Urban legends about drug-laced candy or razor blades hidden in apples were widespread, and many parents felt they couldn’t let their kids out of sight for even a moment. Halloween, which was once a carefree evening of trick-or-treating in the neighborhood, had suddenly become a night filled with anxiety.

This is where Disneyland’s Little Monsters on Main Street came in.

The Origins of Little Monsters on Main Street

Back in 1989, the Disneyland Community Action Team—later known as the VoluntEARS—decided to create a safe, nostalgic Halloween experience for Cast Members and their families. Many schools in the Anaheim area were struggling to provide basic school supplies to students, and the VoluntEARS saw an opportunity to combine a safe Halloween with a charitable cause. Thus, Little Monsters on Main Street was born.

This event was not open to the general public. Only Disneyland Cast Members could purchase tickets, which were initially priced at just $5 each. Cast Members could bring their kids—but only as many as were listed as dependents with HR. And even then, the park put a cap on attendance: the first event was limited to just 1,000 children.

A Unique Halloween Experience

Little Monsters on Main Street wasn’t just another Halloween party. It was designed to give kids a safe, fun environment to enjoy trick-or-treating, much like the good old days. On Halloween night in 1989, kids in costume wandered through Disneyland with their pillowcases, visiting 20 different trick-or-treat stations. They also had the chance to ride a few of their favorite Fantasyland attractions, all after the park had closed to the general public.

The event was run entirely by the VoluntEARS—about 200 of them—who built and set up all the trick-or-treat stations themselves. They arrived at Disneyland before the park closed and, as soon as the last guest exited, they began setting up stations across Main Street, Adventureland, Frontierland, Fantasyland, and Tomorrowland. The event ran from 7:30 to 9:30 p.m., and by the time the last pillowcase-wielding kid left, the VoluntEARS cleaned everything up, making sure the park was ready for the next day’s operations.

It wasn’t just candy and rides, though. The event featured unique entertainment, like a Masquerade Parade down Main Street, U.S.A., where kids could show off their costumes. And get this—Disneyland even rigged up a Cast Member dressed as a witch to fly from the top of the Matterhorn to Frontierland on the same wire that Tinker Bell uses during the fireworks. Talk about a magical Halloween experience!

The Haunted Mansion “Tip-Toe” Tour

Perhaps one of the most memorable parts of Little Monsters on Main Street was the special “tip-toe tour” of the Haunted Mansion. Now, Disneyland’s Haunted Mansion can be a pretty scary attraction for younger kids, so during this event, Disney left the doors to the Stretching Room and Portrait Gallery wide open. This allowed kids to walk through and peek at the Haunted Mansion’s spooky interiors without actually having to board the Doom Buggies. For those brave enough to ride, they could, of course, take the full trip through the Haunted Mansion—or they could take the “chicken exit” and leave, no harm done.

Growing Success and a Bigger Event

Thanks to the event’s early success, Little Monsters on Main Street grew in size. By 1991, the attendance cap had been raised to 2,000 kids, and Disneyland added more activities like magic shows and hayrides. They also extended the event’s hours, allowing kids to enjoy the festivities until 10:30 p.m.

In 2002, the event moved over to Disney California Adventure, where it could accommodate even more kids—up to 5,000 in its later years. The name was also shortened to just Little Monsters, since it was no longer held on Main Street. This safe, family-friendly Halloween event continued for several more years, with the last mention of Little Monsters appearing in the Disneyland employee newsletter in 2008. Though some Cast Members recall the event continuing until 2012, it eventually made way for Disney’s more public-facing Halloween events.

From Little Monsters to Mickey’s Not-So-Scary and Oogie Boogie Bash

Starting in the early 2000s, Disney began realizing the potential of Halloween-themed after-hours events for the general public. These early versions of Mickey’s Halloween Party and Mickey’s Halloween Treat eventually evolved into today’s Mickey’s Not-So-Scary Halloween Party and Oogie Boogie Bash. Unfortunately, this also marked the end of the intimate, Cast Member-exclusive Little Monsters event, but it paved the way for the large-scale Halloween celebrations we know and love today.

While it’s bittersweet to see Little Monsters on Main Street fade into Disney history, its legacy lives on through these modern Halloween parties. And even though Cast Members now receive discounted tickets to Mickey’s Not-So-Scary and Oogie Boogie Bash, the special charm of an event created specifically for Disney’s employees and their families remains something worth remembering.

The Merch: A Piece of Little Monsters History

For Disney collectors, the exclusive merchandise created for Little Monsters on Main Street is still out there. You can find pins, name tags, and themed pillowcases on sites like eBay. One of the coolest collectibles is a 1997 cloisonné pin set featuring Huey, Dewey, and Louie dressed as characters from Hercules. Other sets paid tribute to the Main Street Electrical Parade and Pocahontas, while the pillowcases were uniquely designed for each year of the event.

While Little Monsters on Main Street may be gone, it’s a fascinating piece of Disneyland history that played a huge role in shaping the Halloween celebrations we enjoy at Disney parks today.

Want to hear more behind-the-scenes stories like this? Be sure to check out I Want That Too, where Lauren and I dive deep into the history behind Disney’s most beloved attractions, events, and of course, merchandise!

Jim Hill

Jim Hill is an entertainment writer who has specialized in covering The Walt Disney Company for nearly 40 years now. Over that time, he has interviewed hundreds of animators, actors, and Imagineers -- many of whom have shared behind-the-scenes stories with Mr. Hill about how the Mouse House really works. In addition to the 4000+ articles Jim has written for the Web, he also co-hosts a trio of popular podcasts: “Disney Dish with Len Testa,” “Fine Tooning with Drew Taylor” and “Marvel US Disney with Aaron Adams.” Mr. Hill makes his home in Southern New Hampshire with his lovely wife Nancy and two obnoxious cats, Ginger & Betty.

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Theme Parks & Themed Entertainment

The Story of Mickey’s Not-So-Scary Halloween Party: From One Night to a Halloween Family Tradition

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The spooky season is already in full swing at Disney parks on both coasts. On August 9th, the first of 38 Mickey’s Not-So-Scary Halloween Party (MNSSHP) nights for 2024 kicked off at Florida’s Magic Kingdom. Meanwhile, over at Disney California Adventure, the Oogie Boogie Bash began on August 23rd and is completely sold out across its 27 dates this year.

Looking back, it’s incredible to think about how these Halloween-themed events have grown. But for Disney, the idea of charging guests for Halloween fun wasn’t always a given. In fact, when the very first Mickey’s Not-So-Scary Halloween Party debuted on October 31, 1995, it was a modest one-night-only affair. Compare that to the near month-long festivities we see today, and it’s clear that Disney’s approach to Halloween has evolved considerably.

A Not-So-Scary Beginning

I was fortunate enough to attend that very first MNSSHP back in 1995, along with my then 18-month-old daughter Alice and her mom, Michelle. Tickets were a mere $16.95 (I know, can you imagine?), and we pushed Alice around in her sturdy Emmaljunga stroller—Swedish-built and about the size of a small car. Cast Members, charmed by her cuteness, absolutely loaded us up with candy. By the end of the night, we had about 30 pounds of fun-sized candy bars, making that push up to the monorail a bit more challenging.

Mickey’s Halloween Treat 1996 – Photo: Disney
Mickey’s Halloween Treat 1996 – Photo: Disney

This Halloween event was Disney’s response to the growing popularity of Universal Studios Florida’s own Halloween hard ticket event, which started in 1991 as “Fright Nights” before being rebranded as “Halloween Horror Nights” the following year. Universal’s gamble on a horror-themed experience helped salvage what had been a shaky opening for their park, and by 1993, Halloween Horror Nights was a seven-night event, with ticket prices climbing as high as $35. Universal had stumbled upon a goldmine, and Disney took notice.

A Different Approach

Now, here’s where Disney’s unique strategy comes into play. While Universal embraced the gory, scare-filled world of horror, Disney knew that wasn’t their brand. Instead of competing directly with blood and jump-scares, Disney leaned into what they did best: creating magical, family-friendly experiences.

Thus, Mickey’s Not-So-Scary Halloween Party was born. The focus was on fun and whimsy, not fear. Families could bring their small children without worrying about them being terrified by a chainsaw-wielding maniac around the next corner. This event wasn’t just a Halloween party—it was an extension of the Disney magic that guests had come to expect from the parks.

Disney had some experience with seasonal after-hours events, most notably Mickey’s Very Merry Christmas Party, which had started in 1983. But the Halloween party was different, as the Magic Kingdom wasn’t yet decked out in Halloween decor the way it is today. Disney had to create a spooky (but not too spooky) atmosphere using temporary props, fog machines, and, of course, lots of candy.

A key addition to that first event? The debut of the Headless Horseman, who made his eerie appearance in Liberty Square, riding a massive black Percheron. It wasn’t as elaborate as the Boo-to-You Parade we see today, but it marked the beginning of a beloved Disney Halloween tradition.

A Modest Start but a Big Future

That first MNSSHP in 1995 was seen as a trial run. As Disney World spokesman Greg Albrecht told the Orlando Sentinel, “If it’s successful, we’ll do it again.” And while attendance was sparse that night, there was clearly potential. By 1997, the event expanded to two nights, and by 1999, Mickey’s Not-So-Scary Halloween Party had grown into a multi-night celebration with a full-fledged parade. Today, in 2024, it’s a staple of the fall season at Walt Disney World, offering 38 nights of trick-or-treating, character meet-and-greets, and special entertainment.

Universal’s Influence

It’s interesting to reflect on how Disney’s Halloween event might never have existed without the competition from Universal. Just as “The Wizarding World of Harry Potter” forced Disney to step up their game with “Star Wars: Galaxy’s Edge,” Universal’s success with Halloween Horror Nights likely spurred Disney into action with MNSSHP. The friendly rivalry between the two parks has continually pushed both to offer more to their guests, and we’re all better off because of it.

So the next time you find yourself trick-or-treating through the Magic Kingdom, watching the Headless Horseman gallop by, or marveling at the seasonal fireworks, take a moment to appreciate how this delightful tradition came to be—all thanks to a little competition and Disney’s commitment to creating not-so-scary magic.


For more Disney history and behind-the-scenes stories, check out the latest episodes of the I Want That Too podcast on the Jim Hill Media network.

Jim Hill

Jim Hill is an entertainment writer who has specialized in covering The Walt Disney Company for nearly 40 years now. Over that time, he has interviewed hundreds of animators, actors, and Imagineers -- many of whom have shared behind-the-scenes stories with Mr. Hill about how the Mouse House really works. In addition to the 4000+ articles Jim has written for the Web, he also co-hosts a trio of popular podcasts: “Disney Dish with Len Testa,” “Fine Tooning with Drew Taylor” and “Marvel US Disney with Aaron Adams.” Mr. Hill makes his home in Southern New Hampshire with his lovely wife Nancy and two obnoxious cats, Ginger & Betty.

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History

The Evolution and History of Mickey’s ToonTown

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Disneyland in Anaheim, California, holds a special place in the hearts of Disney fans worldwide, I mean heck, it’s where the magic began after all.  Over the years it’s become a place that people visit in search of memorable experiences. One fan favorite area of the park is Mickey’s Toontown, a unique land that lets guests step right into the colorful, “Toony” world of Disney animation. With the recent reimagining of the land and the introduction of Micky and Minnies Runaway Railway, have you ever wondered how this land came to be?

There is a fascinating backstory of how Mickey’s Toontown came into existence. It’s a tale of strategic vision, the influence of Disney executives, and a commitment to meeting the needs of Disney’s valued guests.

The Beginning: Mickey’s Birthdayland

The story of Mickey’s Toontown starts with Mickey’s Birthdayland at Walt Disney World’s Magic Kingdom. Opened in 1988 to celebrate Mickey Mouse’s 60th birthday, this temporary attraction was met with such overwhelming popularity that it inspired Disney executives to think bigger. The idea was to create a permanent, immersive land where guests could step into the animated world of Mickey Mouse and his friends.

In the early ’90s, Disneyland was in need of a refresh. Michael Eisner, the visionary leader of The Walt Disney Company at the time, had an audacious idea: create a brand-new land in Disneyland that would celebrate Disney characters in a whole new way. This was the birth of Mickey’s Toontown.

Initially, Disney’s creative minds toyed with various concepts, including the idea of crafting a 100-Acre Woods or a land inspired by the Muppets. However, the turning point came when they considered the success of “Who Framed Roger Rabbit.” This film’s popularity and the desire to capitalize on contemporary trends set the stage for Toontown’s creation.

From Concept to Reality: The Birth of Toontown

In 1993, Mickey’s Toontown opened its gates at Disneyland, marking the first time in Disney Park history where guests could experience a fully realized, three-dimensional world of animation. This new land was not just a collection of attractions but a living, breathing community where Disney characters “lived,” worked, and played.

Building Challenges: Innovative Solutions

The design of Mickey’s Toontown broke new ground in theme park aesthetics. Imagineers were tasked with bringing the two-dimensional world of cartoons into a three-dimensional space. This led to the creation of over 2000 custom-built props and structures that embodied the ‘squash and stretch’ principle of animation, giving Toontown its distinctiveness.

And then there was also the challenge of hiding the Team Disney Anaheim building, which bore a striking resemblance to a giant hotdog. The Imagineers had to think creatively, using balloon tests and imaginative landscaping to seamlessly integrate Toontown into the larger park.

Key Attractions: Bringing Animation to Life

Mickey’s Toontown featured several groundbreaking attractions. “Roger Rabbit’s Car Toon Spin,” inspired by the movie “Who Framed Roger Rabbit,” became a staple of Toontown, offering an innovative ride experience. Gadget’s Go-Coaster, though initially conceived as a Rescue Rangers-themed ride, became a hit with younger visitors, proving that innovative design could create memorable experiences for all ages.

Another crown jewel of Toontown is Mickey’s House, a walkthrough attraction that allowed guests to explore the home of Mickey Mouse himself. This attraction was more than just a house; it was a carefully crafted piece of Disney lore. The house was designed in the American Craftsman style, reflecting the era when Mickey would have theoretically purchased his first home in Hollywood. The attention to detail was meticulous, with over 2000 hand-crafted, custom-built props, ensuring that every corner of the house was brimming with character and charm. Interestingly, the design of Mickey’s House was inspired by a real home in Wichita Falls, making it a unique blend of real-world inspiration and Disney magic.

Mickey’s House also showcased Disney’s commitment to creating interactive and engaging experiences. Guests could make themselves at home, sitting in Mickey’s chair, listening to the radio, and exploring the many mementos and references to Mickey’s animated adventures throughout the years. This approach to attraction design – where storytelling and interactivity merged seamlessly – was a defining characteristic of ToonTown’s success.

Executive Decisions: Shaping ToonTown’s Unique Attractions

The development of Mickey’s Toontown wasn’t just about creative imagination; it was significantly influenced by strategic decisions from Disney executives. One notable input came from Jeffrey Katzenberg, who suggested incorporating a Rescue Rangers-themed ride. This idea was a reflection of the broader Disney strategy to integrate popular contemporary characters and themes into the park, ensuring that the attractions remained relevant and engaging for visitors.

In addition to Katzenberg’s influence, Frank Wells, the then-President of The Walt Disney Company, played a key role in the strategic launch of Toontown’s attractions. His decision to delay the opening of “Roger Rabbit’s Car Toon Spin” until a year after Toontown’s debut was a calculated move. It was designed to maintain public interest in the park by offering new experiences over time, thereby giving guests more reasons to return to Disneyland.

These executive decisions highlight the careful planning and foresight that went into making Toontown a dynamic and continuously appealing part of Disneyland. By integrating current trends and strategically planning the rollout of attractions, Disney executives ensured that Toontown would not only capture the hearts of visitors upon its opening but would continue to draw them back for new experiences in the years to follow.

Global Influence: Toontown’s Worldwide Appeal

The concept of Mickey’s Toontown resonated so strongly that it was replicated at Tokyo Disneyland and influenced elements in Disneyland Paris and Hong Kong Disneyland. Each park’s version of Toontown maintained the core essence of the original while adapting to its cultural and logistical environment.

Evolution and Reimagining: Toontown Today

As we approach the present day, Mickey’s Toontown has recently undergone a significant reimagining to welcome “Mickey & Minnie’s Runaway Railway” in 2023. This refurbishment aimed to enhance the land’s interactivity and appeal to a new generation of Disney fans, all while retaining the charm that has made ToonTown a beloved destination for nearly three decades.

Dive Deeper into ToonTown’s Story

Want to know more about Mickey’s Toontown and hear some fascinating behind-the-scenes stories, then check out the latest episode of Disney Unpacked on Patreon @JimHillMedia. In this episode, the main Imagineer who worked on the Toontown project shares lots of interesting stories and details that you can’t find anywhere else. It’s full of great information and fun facts, so be sure to give it a listen!

Jim Hill

Jim Hill is an entertainment writer who has specialized in covering The Walt Disney Company for nearly 40 years now. Over that time, he has interviewed hundreds of animators, actors, and Imagineers -- many of whom have shared behind-the-scenes stories with Mr. Hill about how the Mouse House really works. In addition to the 4000+ articles Jim has written for the Web, he also co-hosts a trio of popular podcasts: “Disney Dish with Len Testa,” “Fine Tooning with Drew Taylor” and “Marvel US Disney with Aaron Adams.” Mr. Hill makes his home in Southern New Hampshire with his lovely wife Nancy and two obnoxious cats, Ginger & Betty.

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