Disneyland's "It's a Small World" Rebrands & Reopens
Marissa Brassfield — March 1, 2009 — Art & Design
References: seattletimes.nwsource & daveibsen.typepad
Disneyland’s “It’s a Small World” has finally reopened after the popular attraction was closed for a year-long renovation. It’s a hot rumor that widening waistlines since the ride first opened in 1966 required Disneyland to widen and deepen the channel in which the ride’s boats float, but “It’s a Small World” has certainly received a branding makeover.
Like “Pirates of the Caribbean” and the “Haunted Mansion,” “It’s a Small World” was retrofitted with characters from movies that have come out since the ride opened. There are 29 Disney and Pixar characters that have been appended to their appropriate places of origin. For example, Peter Pan, Tinkerbell and Alice in Wonderland appear in the UK section; Pinocchio and Jiminy Cricket have been placed in Italy, Mulan added to China, and Lilo and Stitch integrated into the Polynesian area.
Like “Pirates of the Caribbean” and the “Haunted Mansion,” “It’s a Small World” was retrofitted with characters from movies that have come out since the ride opened. There are 29 Disney and Pixar characters that have been appended to their appropriate places of origin. For example, Peter Pan, Tinkerbell and Alice in Wonderland appear in the UK section; Pinocchio and Jiminy Cricket have been placed in Italy, Mulan added to China, and Lilo and Stitch integrated into the Polynesian area.
Trend Themes
1. Rebranding Amusement Rides - Opportunity for amusement parks to update iconic rides by incorporating characters from popular movies, enhancing the visitor experience.
2. Retrofitting with Movie Characters - Embracing the trend of retrofitting amusement rides with characters from recent movies to attract new audiences and increase engagement.
3. Branding Makeovers for Theme Parks - The rebranding of iconic amusement rides with characters from popular movies to refresh and modernize the park's image.
Industry Implications
1. Amusement Parks - Opportunity for amusement parks to revamp their iconic rides and attractions to cater to changing customer preferences and expectations.
2. Entertainment - Opportunity for entertainment companies to collaborate with amusement parks to integrate their movie characters and IP into the park's attractions, creating synergistic marketing and revenue generation.
3. Tourism - Opportunity for tourism industry players to leverage branded amusement rides as a unique selling point to attract more visitors and create memorable experiences.
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