Why Disney will continue to lobby for indefinite copyright extension

“Publicly, Disney’s people are protective of the mouse’s reputation and point to the sheer amount of money they still rake in off goods that bear his likeness. Here’s Andy Mooney, chairman of Disney’s consumer products division: ‘In my world, a character that generates $4.5 billion a year in retail revenue and is at least four times larger than any other character in the world except Winnie the Pooh doesn’t need refurbishing.’ According to Mooney, Mickey has ’98 percent unaided awareness for children 3 to 11 worldwide’, and has started to appear again as a real favorite among girls 8 to 12 and, surprisingly, boys 13 to 17. ” [Source: Henry Jenkins.]