Walt Disney liked to say “It all started with a mouse,” but Andi Stein has a different idea.
“I always tell my students that it all started with Walt Disney. It started with his ideas, passion, enthusiasm and determination to make animated cartoons more than just that. He created this empire that we all enjoy today,” said Stein, a professor emeritus of communications who transformed her love for Disney into a magical research career focused on Walt Disney and The Walt Disney Co.
The Cal State Fullerton faculty member was a featured expert in the History Channel’s docuseries, “How Disney Built America.” The six-part series tells the story of Disney’s legacy, touching on such topics as film strategy, the birth of Mickey Mouse and the magic of Disney’s 12 theme parks across the globe.
The series aired in June 2024, and Stein made appearances in three of the six episodes titled “Dawn of the Animated Blockbuster,” “Now Available in Stores” and “Creating a New World.”
Throughout the series, Stein offers insights into several facets of Disney’s brand strategy, including how the 1937 animated film “Snow White and the Seven Dwarfs” set the stage for the classic Disney storytelling formula that is still being used today.
She appears most prominently in the “Now Available in Stores” episode, in which she discusses Disney merchandising and marketing tactics. Stein introduces viewers to Kay Kaymen, the genius behind Disney merchandising at the start of the company.
“He was the one who really came up with a plan for how to market Mickey Mouse as a merchandise item with the Mickey Mouse watches and the dolls and the train sets. In the episode, I talk about him and his relationship with Roy and Walt Disney, and some of the ideas that he implemented that are still relevant today,” said Stein.
Stein worked alongside an accomplished cast of professors, fellow researchers and former Disney employees who all came together to break down the history behind Disney’s success.
“I felt very honored and humbled to be in the company of so many well-known historians, and to be able to share my knowledge and enthusiasm for The Walt Disney Co.,” said Stein, author of “Why We Love Disney: The Power of the Disney Brand.”
Though this was her first time being featured in a docuseries, Stein is no stranger to sharing her insights on the enchanting world of Disney. She has been interviewed by local and global news outlets and published research on such topics as Disney’s reconfiguration of ESPN and ABC sports, its marketing and sales strategy, and its theme parks.
Studying Mickey’s Magic in the Classroom
While attending the University of Oregon, Stein took a Disney course and fell in love with the idea that Disney could hold a space in academia. That love for Disney education followed her to CSUF, where she established the Deconstructing Disney course that she has been teaching for over a decade.
“When I got hired here, we had just started the entertainment and tourism concentration in the Department of Communications, and they were looking for new and innovative courses,” said Stein. “I realized that I was in the heart of Disney country, and this was the best place to have a Disney course.”
During the semester, students study the history of Mickey Mouse, the development of the company and its business progression to modern day. By analyzing its marketing, merchandising, theme park and storytelling strategies, students walk away from the course with an understanding of how Disney has irreversibly changed the entertainment and tourism landscape.
When communications graduate student Lisa Stiglic returned to college to pursue her master’s degree, she was excited to learn more about the company that has become an important part of her career.
“Having worked for Disney for so many years, I’ve only been exposed to one particular point of view. My favorite thing I’ve learned so far is how differently everyone perceives Disney,” said Stiglic, who aspires to a career in social media and tourism. “Whether a Disney fan or not, no other company like The Walt Disney Co. exists. From movies and theme parks to film distribution, sports and music, there’s so much to learn from.”