As the official Walt Disney mascot, Mickey has played a central role in the Disney parks since the opening of Disneyland in 1955. And if you’ve ever been to a Disney Theme Park, you know that kids love to eat Mickey-shaped foods like waffles, pretzel, pepperoni pizza, etc. In response to the overwhelming popularity of their Mickey-shaped ice cream bars, Disney Parks now plans to introduce even more Mickey-shaped items throughout their menus like Mickey-shaped corn dogs, turkey legs, and churros, to name a few. For diehard Disney fans, Mickey Burgers lets them have some of the park dining experience at home. We hear they’re a big hit at Minnie and Mickey themed birthday parties too.

For the Mickey Burgers packaging, we adhered to strict character guidelines in order to remain consistent with existing Walt Disney Company brand assets. We were given a lot of freedom in how we used the Disney assets and had fun with the project. We chose a barbeque theme for the front of the packaging and showcased world famous, Mickey Character in active gear, in the center of the packaging. We used the Goofy character in the background along with other elements to create a friendly backyard environment. We chose Mickey riding on a bicycle alongside an excited Goofy character on the back of the packaging in order to tie into the Disney Healthy Kids Campaign.

The website showcased is themed around the Magic of Healthy Living and is where kids can go online to play games and learn more about eating balanced meals. There are sections where kids are encouraged to try new foods, start vegetable gardens, print recipes and more. Both a box and bag packaging were created for different applications.