Mickey Mouse gets a Singaporean twist with new pop-up store

Raffles City Singapore, as part of its "Arts in the City" programme, has partnered with The Walt Disney Company (Southeast Asia) to launch the "Mickey Go Local" pop-up store. Running from 1 August to 29 August, it will feature a public exhibition of 90 Mickey Mouse figurines designed in Singapore style by individuals from different walks of life, including President Halimah Yacob as well as popular artistes and athletes.Over 80 exclusive "Mickey Go Local" products will be available at the pop-up store at Raffles City, including household items and fashion merchandise.The "Mickey Go Local" campaign will span across a combination of print ads as well as various digital news, lifestyle, online and social media platforms. Influencer publicity will also be a part of the promotion effort involving local influencers and celebrities to share images of Mickey Mouse figurines.This campaign is part of Disney's word-wide celebrations commemorating 90 years since Mickey Mouse's first appearance in the animated short film Steamboat Willie. It aims to connect the iconic character with Singaporeans and tourists in a surprising and fun manner.Margaret Khoo, general manager, Raffles City Singapore said, "Mickey Mouse is an endearing global icon, which has crossed boundaries to touch lives around the world through his optimism and happiness. The same can be said for the universal language of art and its power to bring joy to communities. Raffles City Singapore is delighted to showcase unique expressions of our Singaporean way of life through this familiar icon for this year’s Arts in the City programme. Collaborating with individuals from different walks of life on this exhibition makes this uniquely Singapore showcase even more meaningful as we mark the nation’s 53rd birthday in August.”Amit Malhotra, country manager, The Walt Disney Company Singapore and Malaysia said, "As part of the global celebrations of our beloved icon’s 90th anniversary, Disney Singapore is pleased to launch “Mickey Go Local” at Raffles City. The campaign will engage fans of all ages in a locally relevant and fun manner, providing more ways for people to celebrate with their favourite Disney character.”In conjunction with the campaign, CapitaLand has pledged to donate SG$300,000 through its philanthropic arm, CapitaLand Hope Foundation (CHF), to the President’s Challenge 2018.