|Mickey Mouse and Other Novelty Sets Add New Dimension to Radio Market
The world's most popular screen star has assumed a new role. Beloved by millions, he now breaks into radio. Walt Disney, his creator, has
appointed the Emerson Radio and Phonograph Corporation as exclusive manufacturers and distributors of the Mickey Mouse receiving set. The
advent of a radio line, housed in cabinets of lithesome design and gay colors, may mean more than that of their special appeal to little sister
Betty or brother Bob at college or to dad for his den. While these sets should make easy the path for those dealers who go after the "second"
and "third" radio sale per home, already there are signs that their cosmopolitan appearance is appealing to a wide variety of merchants. Toy
shops, gift, jewellery and book stores see in these sets of novelty design an attractive item.
That new and radical exterior designs, and new outlets, is assuming the proportions of a trend is further evidenced by the fact that Colonial is
out with a set housed in a globe of the World - of direct interest to the businessman and proprietors of map and stationary stores. Then there
is that attention getting two-tube "pocket" set by International - the Kadette Jr. People are buying them for "bridge" prizes, we are informed.
Radio Retailing, October 1933.