Theme Parks & Themed Entertainment

Jody Dreyer’s “Beyond the Castle” reveals how many behind-the-scenes decisions were made at Disney during the Eisner era

Published

7 years ago

October 21, 2017

What makes a Disney Princess?

In this post-“Frozen” period, that may seem like a pretty silly / simple-to-answer question. But as Jody Dreyer – the former Vice President of Corporate Synergy at the Walt Disney Company – recounts in “Beyond the Castle” (Zondervan, September 2017), there was a time in the not-too-distant past when Mouse House managers really struggled to come up with an adequate answer to this query.

Mind you, prior to February 2000, Disney handled the marketing of its princesses in a very specific manner. As one of the Company’s films that starred a royal character (i.e., Aurora in “Sleeping Beauty,” Ariel in “The Little Mermaid,” etc.) was re-released to theaters and/or made available for purchase on VHS, DVD or Blu-ray, a wave of new merch tied to this motion picture would then be sent out into stores. And only the princess who appeared in that particular Disney movie would receive a promotional push.

This was a time-honored tradition at the Mouse House. One that dated back to when “Snow White and the Seven Dwarfs” premiered at Hollywood’s Carthay Circle Theatre in December of 1937. So what changed? Andrew Mooney (i.e., the then-newly installed President of Disney Consumer Products) went to a “Disney on Ice” show in Phoenix, AZ.

“Standing in line in the arena, I was surrounded by little girls dressed head to toe as princesses,” Mooney recalled in a December 2006 interview with the New York Times. “They weren’t even Disney products. They were generic princess products they’d appended to a Halloween costume. And the light bulb went off. Clearly there was latent demand here. So the next morning I said to my team, ‘O.K., let’s establish standards and a color palette and talk to licensees and get as much product out there as we possibly can that allows these girls to do what they’re doing anyway: projecting themselves into the (Disney Princesses) from (these) classic movies.’ “

Andrew Mooney at the 2008 Licensing Expo. Photo by Jeff Lange

As Mooney and his team were trying to get this let’s-market-the-Disney-Princesses-as-a-brand-rather-than-as-individual-characters-tied-to-specific-films concept up out of the ground, Dreyer remembers that there was pushback from …

… Roy E. Disney, the company’s vice chairman, nephew of Walt, and son of Roy O. Disney, who had seen some of this merchandise and considered it confusing and not “in character” (a Disney term)

And given that Jody was in charge of Disney Corporate Synergy at this time, she was tasked with allaying Roy’s fears. More to the point, coming up with a specific answer to this “What makes a Disney Princess” question.

So just like in Disney’s “Cinderella” (You know. When every eligible maiden in the kingdom got an invitation to the Ball), Dreyer invited anyone who had a vested interest in the future of these characters to an event she called the “Princess Summit.” There were …

… Cast Members gathered from every division of the company: Theme Parks, Studios, Animation, Television and Consumer Products. There were attendees from our marketing and product development departments, along with designers, artists, and writers.

And the top item on the “Princess Summit” agenda was (in Jody’s eyes, anyway) establishing what the baseline criteria for a Disney Princess would be. With Item No. 2 being did event attendees agree with the group that Mooney and his team had originally put together for the launch of this brand (i.e., Ariel, Aurora, Belle, Cinderella, Jasmine, Mulan, Pocahontas, Snow White, and Tinker Bell) were all actually Disney Princesses?

As “Beyond the Castle” reveals, the debate on this topic got very, very passionate very, very quickly. The first Disney Princess identifier that summit attendees agreed upon was that each character to be featured in this brand had to be a royal – either by birth or by marriage. Looking back on this meeting, Jody recalled that some were easier to add to the group than others:

Pocahontas, for example, is the daughter of the chief. She’s in. Ariel, daughter of Triton, ruler of Atlantica, is a natural. Belle, on the other hand, falls for a Beast (problem!), who of course turns out to be a prince (such a kidder), and she marries him. Belle’s a keeper.

Some might argue that Mulan fails the princess litmus test … But remember, she saves her native land. None other than the emperor herself honors Mulan for her courage and service to China. That seems more than adequate. Mulan’s in.

It was also decided at this summit that – in order to be included in the official Disney Princess brand grouping – each characters would have to have worn, at some crucial turning point in their tale, some sort of formal gown. Take – for example – Cinderella. She spends 90% of her time in that 1950 Walt Disney Animation Studios production dressed in hand-me-down rags. Only to then be gifted a beautiful ball gown & glass slippers by her fairy godmother, an outfit that then become rags again at the stroke of midnight.

Other criteria for being identified as an official Disney Princess were transformative experiences (EX: How Aurora pricked her finger on a spindle and fell into a deep sleep, only to then be reawaken by her true love’s kiss) as well as a clear demonstration of this character’s more redeeming qualities (EX: How Snow White took pity on the Evil Queen when she was disguised as the old beggar woman and then took a bite of that poison apple. It was the little princess’ kind heart that nearly did her in).

The only problem was that – as attendees at this “Princess Summit” nailed more & more planks into place when it came to what the Walt Disney Company’s official policy would be in regards to which characters could be included in the official Disney Princess brand grouping – it became more & more obvious that Tinker Bell was NOT going to make the cut. Which was not something that Mooney & his team wanted to hear. Largely because they had the hard numbers on how much Tinker Bell merchandise was sold daily at the Disney theme parks. Which is why Andrew & Associates wanted this “Peter Pan” character to be a prominent member of the Disney Princesses. If only because they hoped that Tink’s presence would then help spur sales on this newly created brand.

But the upside was … Even though Tink was eventually banished from the Disney Princess brand, Mooney made sure that Ms. Bell & her pixie pals soon got a brand of their own. Officially launched in 2005, Disney Fairies – while it never turned into the $4-billion-a-year earner that the Disney Princess brand was – proved to be quite popular with consumers and eventually turned a tidy profit for Mouse House Managers.

That’s the real fun of reading “Beyond the Castle: A Guide to Discovering Your Happily Ever After.” Given the 30 years that she worked to The Walt Disney Company, Jody Dreyer has the sorts of behind-the-scenes stories that you’ll never ever hear from anyone else. Take – for example – Jody’s interactions with her former boss, Disney CEO Michael Eisner:

When he was leading the company, [Eisner] was sometimes criticized for being a micromanager. But I never saw it that way. Michael was like a kid who wanted to know how everything worked. He had an insatiable curiosity and a great capacity for minding the details.

[Eisner] really wanted to know what the curtains would look like in our resort rooms. He wanted to experience their opening and closing as guests might. Whenever we visited the parks together, [I] would lose him. Later we’d find that he’d been backstage in the kitchen talking with the chef or trying to get into the closed-off areas to look at new construction. (Several times [Michael] ended up in the company of Security, needing to produce his name identification or be thrown out for trespassing.)

Hopefully Jody will be sharing some of these sort of stories when she meets with Disney fans & WDW Cast Members (some of whom Ms. Dreyer has known since 1981 when she was among the very first students to participate in the Walt Disney World College Program) at the Barnes & Noble on West Sand Lake Road in Orlando, FL tomorrow afternoon. Jody will be there on October 22^nd starting at 2 p.m. signing copies of “Beyond the Castle.” And perhaps if you ask nice, she’ll tell you about those character-themed perfumes that the Tokyo Disney Resort used to sell.

Care to guess what the best-selling brand was with Americans? Especially among those who loved a good double entendre? It was Pooh Perfume. Or as Ms. Dreyer prefers to remember it, “Eau de Pooh.”

This article was originally published by the Huffington Post on October 21, 2017

Theme Parks & Themed Entertainment

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

Published

6 days ago

September 22, 2024

Jim Hill

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!

Theme Parks & Themed Entertainment

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

Published

3 weeks ago

September 7, 2024

Jim Hill

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

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.

History

The Evolution and History of Mickey’s ToonTown

Published

8 months ago

February 7, 2024

Jim Hill

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!