Sorcerer Mickey is coming to the Macy's Parade
Mickey is going to Herald Square.
Disney and Macy's announced today that Disney's Sorcerer's Apprentice Mickey will debut as a new giant balloon in the 100th Macy's Thanksgiving Day Parade in New York this November 26.
Mickey is on display in Downtown Disney today for D23 Day at the Disneyland Resort
This is just the latest version of Mickey to fly above the parade route. Mickey first appeared in the parade in 1934, as the first Disney character to appear in the Macy's parade.
Of course, do not expect to see Sorcerer Mickey among the Macy's balloons that have headed south for Universal's Holiday Parade Featuring Macy's at Universal Studios Florida. Which raises the question... why is Disney expanding its relationship with a parade that already is deep in bed with Disney's biggest rival? The Macy's Thanksgiving Day Parade broadcasts on NBC - not Disney's ABC - and, as mentioned, Macy's licenses its brand to Universal Orlando Resort for its main holiday season parade.
You would think that Disney would do more instead with its hometown Tournament of Roses Parade, which leads up to the Rose Bowl Game that airs on Disney's ESPN. But the Macy's deal isn't just about televised parades - it is also about merchandise.
Remember, the Disney Experiences segment includes Disney's consumer products business. And to that end, Disney and Macy's today also announced a new merch collection celebrating Sorcerer's Apprentice Mickey balloon and 100 years of Macy's parade history. The capsule collection will include items from Citizen, Crocs, Hallmark, Loungefly, Super Smalls, Swarovski, and more.
The initial drop is today on Macy's website, with more items promised later this fall, with some featuring other Disney and Pixar characters that have appeared in the parade over the years.
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The partnership with the parade gets the company preferred ad placement on the telecast that reaches a sizeable audience of potential guests. I have regularly watched the parade, mostly because there's nothing else on at that time on a day when we're typically at home, and I don't think I've ever seen a version where Disney didn't bombard the ad breaks with a seasonal promotional campaign. The parade could air on Netflix, and I think Disney would still want to have a presence and the desire to air commercials for Disney vacations. I think the merchandise tie in is certainly a consideration, but Disney is in the parade to turn eyeballs into theme park and/or cruise guests, regardless of what company broadcasts the event or even if it's ads are bracketed by commercials for the competition.