A portion of an [a]list interview with Disney's Ted Chi...

[a]list: What did you learn from marketing the original that you'll apply to the sequel?

Ted Chi: Mickey Mouse is a character with an incredible heritage across all demographics. We were able to build upon this deep connection for the launch of the first game. I think we were able to successfully tap into Warren's original vision for the game by communicating Mickey's role as a hero in an alternate world. We were also in an enviable position for any marketing, as the game delivered true innovation with Mickey's power to literally change the world with his magic paintbrush and the use of paint and thinner. It is this heroism and gameplay innovation that resonated across all of our consumer facing communication. What we ultimately learned was that, despite early research, Mickey Mouse has the ability to transcend demographics - kids, adults, and core gamers alike.

[a]list: What attention will you give to the 3DS game, Disney Epic Mickey: Power of Illusion, which also seems to tangentially tie into the classic Castle of Illusion Starring Mickey Mouse.

Ted Chi: Typical videogame launches fold all messaging, tactics and creative into a single campaign. This would be a huge mistake for us, given the unique storyline and gameplay experience delivered by Disney Epic Mickey: Power of Illusion. The game itself will deliver on the nostalgia of the 1990 Castle of Illusion release, bringing new audiences into the franchise. We view Disney Epic Mickey: Castle of Illusion as a completely different Disney Epic Mickey experience - thus deserving of its own campaign.