Wednesday, March 22, 2017

MIO Padded Snow White Figures from Italy

In a recent post, we saw the Plasteco padded figures from 1965-66. These vinyl collectibles caught the attention of Italian formaggino (cheese) producer Locatelli, who wanted to release their own versions to be used in give-away promotions. So in 1971, Plasteco was commissioned to create a Mickey Mouse and Donald Duck series. Then in 1972, the first of two Snow White series was issued (the second in 1980), both of which would coincide with the theatrical re-releases of the motion picture in Italy.

This first Snow White group included 16 characters, each sold separately inside Locatelli's "Formaggino MIO" cream cheese boxes. The cool thing about these boxes was that they were wrapped in clear cellophane, so you could see exactly which character you were getting. The figures range in size from about 5 to 9 cm. On the back is the character name and number, the MIO imprint, and the Walt Disney Productions copyright.

No. 1 Biancaneve.

In the 2014 illustrated guide book, I pupazzetti del formaggino MIO (ISBN: 978-8890792595), authors Marco M. Valtolina and Fabio Pozzolo cover the different MIO figures that were produced from 1971 until at least 1983.

The complete 1972 Biancaneve series is pictured on two pages.

No. 2 Biancaneve Addormentata.

No. 3 Principe + No. 4 La Regina Grimilde.

No. 5 La Regina Grimilde.

No. 6 Lo Scudiero + No. 7 La Strega.

No. 8 La Strega E La Mela Avvelenata (The Witch and the Poisoned Apple).

No. 9 I Nani Inseguono La Strega (The Dwarfs chase the Witch).

No. 10 Gongolo.

No. 11 Cucciolo + No. 12 Brontolo.

No. 13 Pisolo + No. 14 Eolo.

No. 15 Mammolo + No. 16 Dotto.

Additional images via olotrabb.

The figures could be taped or glued to a large forest background poster. This was initially given away free with comic books, then later inserted inside multiple packages of the MIO cream cheese.  


In 1980, Locatelli released their second Snow White series, a 12-piece collection. These too were issued inside packages of Formaggino MIO. Also four separate mini-poster backgrounds were produced for this set.

No.1 Biancaneve.

No.2 Principe + No.3 Brontolo.

Special thanks to the Nunziante Valoroso Collection for providing the information and additional images for this post.

Plasteco Biancaneve Keychain

A series of keychains were among the padded figures created by Italian plastics manufacturer, Plasteco. Probably dates from the 1960s.

 Courtesy of Nunziante Valoroso.

Tuesday, March 21, 2017

2009 Blanche Neige Blu-ray Promotion in Paris

During the 2009 French Blu-ray release of Snow White and the Seven Dwarfs, an advertising campaign was launched involving Parisian bus stops.

Blu-ray images courtesy of Greg Philip of A Lost Film.

A light-hearted marketing plan was devised by the outdoor advertising company JCDecaux and e-marketer Posterscope. Seven interactive posters--one for each dwarf--were placed at different bus stops in Paris. Commuters were asked to vote for their favorite by pushing a button on the sign. A counter on the poster reflected the votes in real time. The tallies for all seven were said to have been accumulated on a blog dedicated to the operation during the campaign.

Bus stop images via paperplane.

The posters were up for only a short time, October 7-13, 2009. These were the seven chosen bus stops.
  • 128 rue de Rivoli, Paris 1st
  • 32 avenue de l'Opéra - Paris 2nd
  • 29 boulevard Saint Michel - Paris 5th district
  • 128 rue de rennes - Paris 6th district
  • 84 avenue George V - Paris 8th district
  • 11 rue du Havre - Paris 8th district
  • 24 avenue des Ternes - Paris 17th

For those who couldn't make it to any of the bus stops, the Disney Blu-ray website offered another way to cast a vote for a favorite dwarf.

Special thanks to François Monferran for letting us know about this.

2001 Marketing Brochure for French DVD Release

A promotional booklet describing all of the special features for the DVD release of Snow White in France. Dates from October 2001. Twenty two pages (including covers).

Image scans courtesy of Greg Philip of A Lost Film.