Sylvania to Sponsor Disneyland’s ‘it’s a small world;’ New Marquee in Early 2010
“We are thrilled to be associated with such an icon of the Disney experience. At SYLVANIA, we are creating ways to see the world in a new light. Our association with ‘it’s a small world’ is a perfect fit for our own vision,” said Rick Leaman, president and CEO of the Siemens lighting unit, OSRAM SYLVANIA.
“‘it’s a small world’ is a celebration of the hope we all share for peace on Earth,” said Walt Disney Imagineer Tony Baxter, who is the creative lead for Disneyland. “It’s an illuminating global message, so it’s fitting that this classic attraction should be sponsored by a company that literally helps illuminate the world.”
A new illuminated marquee, the only change to the attraction, will brighten the overall experience for guests and is slated for installation in early 2010. The design is a visual celebration of what the attraction represents, the happy spirit of children everywhere.
This sponsorship is part of a 12-year agreement between The Walt Disney Company and Siemens. The agreement includes marketing and promotional rights, attraction sponsorships and a promotional presence that features Siemens products and services at Walt Disney World Resort in Florida and Disneyland Resort in California. Siemens also is the sponsor of the Epcot icon, SpaceShip Earth.
“it’s a small world” originally was created for the 1964 New York World’s Fair as an exhibit that would benefit UNICEF, which is dedicated to the welfare of children all over the world. The attraction moved to its Anaheim home in 1966.
Considered a quintessential Disney theme park experience, “it’s a small world” contains more than 300 Audio-Animatronics® figures, representing children around the globe. It also features more than 250 toys and 80 animated props. After a full year of work, an enhanced version of the attraction opened in February 2009, including stylized dolls and toys dressed as several classic Disney characters seamlessly integrated and geographically located in the lands where their stories take place.