Mickey and his friends keep showing up in increasingly surprising places.
In May, Disney’s consumer arm inked a deal with Formula 1 to bring the mouse to racetrack experiences, content, and merchandise globally. Now, along with Minnie, Goofy, Donald Duck, Daisy Duck, and Pluto, he’s helping social enterprise La La Land Kind Cafe launch its kids’ menu.
The grassroots coffee chain, founded by Francois Reihani in 2019, comprises cafes that serve as employment and mentorship hubs catered to young people who have experienced foster care.
In 2024, the company secured a $20 million investment to expand its operations across the U.S., and has recently opened new stores such as a Nashville premise. It now has 23 locations across the U.S. in cities including Dallas and Los Angeles.
Its first-ever La La Kids’ Menu will feature options like marshmallow milk and mini avocado toast. For four weeks, orders will be accompanied by Mickey and Friends beverage sleeves, drink stoppers, “Be Kind Totebags,” and Disney Munchlings toys while supplies last.
There’s even something for the adults, who will receive a reusable Disney coffee cup with each purchase.
The activation will be amplified through Disney’s ongoing TikTok campaign, “Travels with Mickey,” which sees influencers visit scenic destinations and take Mickey and the gang along for the ride. Six stores, including Dallas, Austin, and Santa Monica, will also feature a shoppable Mickey and Friends product display.
The La La Land tie-up marks the latest original partnership from Disney’s merchandise and licensing arm, leaning on the brand’s most famous faces to engage children and adults alike.
“Mickey and Friends continue to resonate with today’s consumer because the brand’s core values are universally relatable and timeless – joy, kindness, and connection,” Paul Gitter, executive vp, global brand commercialization at Disney Consumer Products, told ADWEEK.
He said the franchise was “instantly recognizable and loved” by global audiences, and Disney will extend this connection further through “strategic brand campaigns” that deliver experiences to fans while “staying true to what makes the brand so iconic.”
House of Mouse
Following May’s F1 announcement, Disney revealed the “Old Navy x Disney Road Trip,” a roving family-friendly pop-up that provided photo ops and roadtrip snacks, along with merchandise from the Old Navy x Disney collection and bumper stickers in cities such as New York and Santa Monica.
In June, Disney reported that revenues from consumer products for the most recent quarter were up 8% year-on-year, with sales jumping from $8.3 billion to $9 billion. By comparison, its direct-to-consumer segment (which includes Disney, Hulu, and ESPN+) pulled in $6.2 billion in revenue in the three months to August.
