Wow. Our experiment is off to a great start—let's see if we can finish it off sooner than expected.
Mice get into everything. Just look at the best-known member of the species, Mickey. Since World War II hes infiltrated every Bedouin tent and Russian dacha with a TV antenna. It truly is a small world after all, or so the Walt Disney Company used to think. Then Disney decided to open a theme park in Hong Kong. After determining that roughly 30 percent of their draw would need to come from mainland China, Disney sent emissaries into the hinterlands to gauge brand awareness. The Chinese, they discovered, barely knew who Mickey was, much less Donald, Goofy, and the rest of the gang. This was a problem for Disney, whose parks in Japan and Europe relied on existing interest in Disneys characters. Luckily for Disney, it was also a problem for the Chinese government, which had invested $2.8 billion in exchange for a 57 percent stake in the Hong Kong theme park.