The Mickey & Friends franchise is a multi-billion dollar worldwide franchise at retail, with 99% consumer awareness. Mickey topped the Forbes 'Fictional Billionaire' list in 2004 Moms and pre-schoolers rank Mickey with an above average Q score of 50 Kids 6-11 rank Mickey as their highest familiarity of all cartoon and live action characters (97%) Kids aged 3 -11 ranked Mickey in the top 10 as a Top-of-Mind favourite character.