The original mascot for the Walt Disney Company was Oswald the Lucky Rabbit, not Mickey Mouse. Founded by Walt Disney and his brothers in October 1923, the Walt Disney Company embarked on a journey that would forever shape the entertainment industry. Unfortunately, by 1927, the fledgling studio faced considerable financial challenges. Their groundbreaking and highly profitable animated masterpiece, Snow White, was still a decade away from captivating audiences. The studio found itself in dire straits, desperately seeking a reliable source of income to sustain its operations and fuel its growth.
Enter Oswald the Lucky Rabbit, a creation of Walt Disney himself, alongside his talented animator, Ub Iwerks. While Mickey Mouse went on to achieve global fame and became the enduring symbol of Disney, Oswald the Lucky Rabbit's significance cannot be overstated. Oswald's contribution to Disney's early years as a source of income and inspiration underscores the resilience, creativity, and determination that define Disney's enduring legacy. He also inspired Walt Disney to create a character that would shape the company's future. Although Mickey Mouse has rightfully claimed his place as Disney's iconic mascot, it is important to acknowledge the original mascot, Oswald the Lucky Rabbit.
Oswald The Lucky Rabbit Was Disney's Star Before Mickey Mouse
Oswald the Lucky Rabbit emerged as the star of Disney Studios even before the introduction of the beloved Mickey Mouse. Created in 1927 by Walt Disney, alongside animator Ub Iwerks, Oswald marked a significant milestone in animation. He was one of the first cartoon characters to possess a distinct personality and backstory, although he didn't speak. Instead, Oswald expressed himself through emotive gestures, often showcasing a mischievous and arrogant demeanor. Notably, Oswald represented Disney's first major success in terms of financial viability. Prior attempts to create iconic cartoon characters, such as Julius the Cat, failed to capture audiences' attention.
Oswald's debut cartoon, Trolley Troubles, launched on September 15, 1927, and proved immediately popular with the public. Oswald's success proved instrumental in keeping Disney afloat during those financially precarious years. Walt Disney and his brothers were able to make Disney profitable, with money left over to invest in land and oil. They then reinvested that money back into The Walt Disney Corporation. In this way, Oswald provided a much-needed source of revenue and allowed the studio to expand its staff to more than twenty. Oswald's lucky triumph laid the foundation for the eventual emergence of Mickey Mouse, Minnie Mouse, and Snow White.
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Why Disney Dropped Oswald & Made Mickey Its Mascot
In 1928, an unfortunate twist of fate led to Disney losing its trademark rights to Oswald. The character had been created in collaboration with Universal, but behind Walt Disney's back, Universal producer Charles Mintz began poaching Disney's animators for his own company to work on Oswald. Disney couldn't afford to fight and so had no choice but to let Oswald go. Walt Disney then decided to create a new character that he could wholly own and control. This decision gave rise to the legendary Mickey Mouse, first introduced in the short Steamboat Willie. In 2019 alone, Mickey Mouse generated approximately $3 billion in revenue (per The Wall Street Journal).
The story of Oswald took a surprising turn in 2006. ESPN, a subsidiary of Disney, lost the rights to Sunday Night Football (SNF) in the same year they acquired the rights to Monday Night Football (MNF). As a result of this change, ESPN lost some of its on-air talent, including John Madden, to NBC Universal. Another prominent sportscaster, Al Michaels, expressed his desire to join Madden at NBC. In a strategic move, Disney's CEO Bob Iger offered to release Michaels from his contract if NBC agreed to return the rights to Oswald the Rabbit (per ESPN). NBC agreed to this unconventional trade, and Disney regained ownership of Oswald.
Sources: The Wall Street Journal, ESPN
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