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Leaked plans for Universal’s Harry Potter expansion totally upstaged Disney’s Leap Year Day celebration announcement

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Upstage: (verb) To divert attention or praise from; force out
of the spotlight

This wasn't how The Walt Disney Company envisioned 2012
starting out.

After weeks of broadly hinting that the Mouse had something big
in the works for Leap Year, Disney's PR department thought that Twitter &
Facebook would be ablaze on New Year's Day with people talking about how they
planned on attending those 24-hour-long "One More Disney Day" parties which
will be held at Disneyland Park in California and WDW's Magic Kingdom on
February 29th.


Copyright Disney Enterprises, Inc. All rights reserved

But what happened instead? As January 1st dawned,
all that the online community seems to be talking about were those Universal
Studios Florida expansion plans
which got leaked to Theme Park Insider. Which
revealed how Universal Orlando officials planned on transforming this theme
park's Amity Island section (which – for the past 20+ years – had been home to USF's
"Jaws" ride
) into an extension / satellite of Islands of Adventure's
super-popular Wizarding World of Harry Potter.

The plan – as Robert Niles revealed in his December 31st
article – reportedly calls for the backmost corner of Universal Studios Florida
to be transformed into that section of London which only wizards know about,
Diagon Alley. This new USF "land" will allegedly be home to a wide variety of
magically-themed shops & restaurants that have previously been mentioned in
J.K. Rowling's books / seen in the Warner Bros. films. With its centerpiece
attraction supposedly being a cutting-edge coaster which would then replicate
much of the fun & excitement moviegoers experienced as they watched Harry,
Ron and Hermione break into Bellatrix Lastrange's vault at Gringotts Wizarding
Bank in "The Deathly Hallows – Part II."

In short, what Universal Creative (i.e. the crew at
Universal Studios that actually designs all of the rides, shows and attractions
for their parks and resorts) and Warner Bros. Entertainment seem to be planning
to do here is take everything that made the Wizarding World of Harry Potter
such a huge success with Universal's Islands of Adventure visitors and then expanding
on all of those concepts. Giving USF Guests a chance to also immerse themselves
in the fantasy world that J.K. Rowling had created.


The star of Disney's "Wizards of Waverly Place," Selena Gomez (red scarf, second from
left) and friends recently visited the Wizarding World of Harry Potter at Universal's
Islands of Adventure. Copyright Universal Studios. All rights reserved

So should we place any credence in what Robert reported? When
I reached out to Alyson Lundell (i.e. the Public Relations Manager for the
Universal Orlando Resort) on New Year's Day and asked if her office had
anything specific to say about the plans that Mr. Niles had leaked, Alyson simply
stated that " … we don't comment on speculation" and then wished me a Happy New
Year.

That said, it is worth noting here that – back on December 19thd
– the Universal Orlando Resort filed a permit with the City of Orlando for
Project 722
.  Which calls for the " …
demolition of  (a) single attraction with
several components." Which – obviously – is referring USF's "Jaws" ride which officially
closed on January 2nd of this month.

Now as diehard Harry Potter fans will point out, if you
Google the phrase "Project 722" in combination with the name "Harry Potter,"
you'll then come  up with some genuinely
intriguing search results. To be specific, that Steve Swain and a number of
other folks who have worked on the art direction of the "Harry Potter" films as
well as on Project Strongarm (which is the secret code name that Universal
Creative used for The Wizarding World of Harry Potter while that project was
still in development) are now working for the Universal Orlando Resort on
Project 722.


The "Flying Benches" which serve as your ride vehicle on "Harry Potter and the
Forbidden Journey" at Universal's Island of Adventure theme park.

"But why would Universal name this new
Harry-Potter-land-for-USF project '722'?," you ask. The code names that
Universal Creative uses for the rides, shows and attractions that it has in
development for Universal's theme parks typically have some sort of significance
when it comes to these individual projects. Take – for example -Project Strongarm, which refers to the KUKA robotic arm technology that moves those "flying
benches" which IOA's "Harry Potter and the Forbidden Journey" attraction uses
at its ride vehicles.

So what's so significant about the number 722? If you open a
copy of "Harry Potter and the Deathly Hallows" and then turn to Page 722,
you'll discover this exchange between the boy wizard and the former headmaster
of Hogwarts:

"Oh yes." Dumbledore smiled at (Harry). "We are in King's
Cross (Station), you say? I think that if you decided not to go back, you would
be able to … let's say … board a train."


Dumbledore (Michael Gambon) and Harry Potter (Daniel Radcliffe)'s all-too-brief union
in "Harry Potter and the Deathly Hallows – Part 2." Copyright Warner Bros. Ent. Inc.
All rights reserved

Which brings us to the part of this alleged Universal Orlando
expansion plan which has Harry Potter fans most excited. That Universal
Creative supposedly plans on linking IOA's Wizarding World area with USF's
as-yet-unnamed Harry Potter "land" through a working version of the Hogwarts
Express. Which would then reportedly allow Universal Orlando visitors to travel
from Diagon Alley to Hogwarts Castle & Hogsmeade Village and back again via
steam train.

Now when you take into consideration that the absolute
earliest that any Universal Orlando guests will actually be able to visit USF's
new Diagon Alley area and/or climb aboard the Hogwarts Express and then travel over
to IOA's Wizarding World is 2014 … Well, you just have to feel for The Walt
Disney Company.

I mean, here they were, looking to use their "One More
Disney Day" 24-hour-long parties as a way to get people excited about those immersive
Wizarding-World-like "lands" which Disney 
will be opening in 2012 (i.e. Carsland at Disney California Adventure
Park
and Phase One of the Fantasyland expansion at WDW's Magic Kingdom). Only
to then have Universal effectively upstage their Leap Year Day celebrations
(which the Mouse's PR flaks had been teasing about & hinting at for weeks
now. As they urged Disneyana fans to tune in to "Dick Clark's New Year's
Rockin' Eve
" so that they could then catch the official announcement) through an
artfully leaked set of plans for USF's Harry Potter expansion project.


Dick Clark celebrated 40 years of ringing in the New Year on the ABC Television Network
with the December 31st broadcast of "New Year's Rockin' Eve with Ryan Seacrest."
Photo by Ida Mae Astute. Copyright American Broadcasting Companies, Inc.
All rights reserved

You gotta admit that – strictly from a PR point view – that whoever
orchestrated this leak handled the whole thing with great finesse. Allowing
Universal to leap out ahead of Disney's Leap Year Day celebration announcement
(Niles posted his story on Theme Park insider at 4 p.m. ET. A full 8 hours before
the very first "One More Disney Day" commercial aired on ABC as part of that
Dick Clark New Year's Eve special). So that – as January 1, 2012 dawned – it
would be talk of Universal Studios Florida's new Harry Potter "land"  that would be dominating online conversation,
rather than people talking up those 24-hour-long parties which will be held at
Disneyland Park and WDW's Magic Kingdom on February 29th.

Which – as I said at the start of today's story – isn't
exactly how The Walt Disney Company envisioned 2012 starting out.

Which is why the Mouse's marketing department might want to seriously
consider stepping up their game. Given that – now that Universal has Harry
Potter in its pocket – Disney can no longer claim to have cornered the market
when it comes to theme park magic.

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!

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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.

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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!

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