Disney Brings Minnie Mouse to Who What Wear, Vanessa Hudgens

It’s the time of year for Disney to make big use of Minnie Mouse, and it’s doing so this time with an aim at Millennials and Gen Z through a co-branded media push with Who What Wear. As it’s the character’s 91st birthday, having appeared in 1928 for the first time in Walt Disney’s “Steamboat Willie” short, Disney is releasing new Minnie-themed products with license partners like Kate Spade, Uniqlo and Zara, which will be worked into all of the content for a special holiday edition of digital site Who What Wear. “Aligning with a digital fashion site and recognizing the multigenerational affinity and love there is for Minnie, it felt natural, she’s a pop culture muse,” said Josh Silverman, Disney’s executive vice president of global licensing. “For us, everything relay starts with our fans and we’re looking for a way to connect fans with products they love and this is partnership is an effort to do that.” With this partnership, specifically, Disney is looking to get in front of a young adult consumer, and with Who What Wear’s audience of almost entirely Millennial women and a growing Gen Z demographic, along with the site’s focus on shopping, the tie-up makes sense. To ensure

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