Sure, you learn that proper – Method 1 has introduced it has struck a partnership with Disney that may see Mickey & Pals make an look on this planet’s quickest motor racing sequence subsequent yr. And yeah, this author needed to do a double take, too.
Earlier than you get the incorrect thought, no, Mickey Mouse, Minnie, Donald Duck and Goofy aren’t instantly going to be duking it out in opposition to Verstappen & Co on racetracks throughout the globe. As an alternative, that is merely a advertising and marketing collaboration that may put Walt Disney’s iconic characters on F1’s “experiences, content material and merchandise” worldwide, the 2 firms stated in an announcement. Guess we’ll all be looking for the Hidden Mickey from subsequent yr onwards.
This unlikely pairing was pushed by a “large surge in development with youthful followers” F1 has seen in recent times, with knowledge exhibiting that greater than 4 million youngsters aged eight to 12 at the moment are actively following the game in Europe and the US. It additionally claimed that 54% of its followers on TikTok and 40% on Instagram at the moment are underneath the age of 25.
The ever-younger viewers has been mirrored by F1’s shift in its advertising and marketing offers in the direction of people who attraction to children, together with with Lego and Scorching Wheels simply this previous yr. This goes hand in hand with the higher commercialisation of the game as an entire, which noticed it add LVMH to its books this yr; it can even be the topic a film starring Brad Pitt that will probably be out June 25.
“As we have fun practically a century of Mickey Mouse & Pals, our collaboration with Method 1 presents a novel alternative to carry two powerhouse leisure properties collectively to create merchandise that followers will love,” stated Disney Shopper Merchandise president Tasia Filippatos. “This thrilling collaboration will unfold throughout a worldwide stage, with unforgettable content material and experiences tailor-made for Disney and F1 followers alike.”
Method 1’s chief industrial officer Emily Prazer added, “Our collaboration with Disney is about to be a superb one, as we introduce the world of Mickey & Pals to our followers, and vice versa. It suits completely with our technique to step outdoors the world of sport and right into a broader client market, and in return we’re introducing Disney to our 820 million followers worldwide.”
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