We never expected to hear that the famous Mickey Mouse was plugging a brand of underwear, but, according to information from Norwich, N. Y., where H. L. Gilladette manages the Smalley Norwich Theatre, it's a fact and the photo on this page will prove our claim. It all came about when the president of the Norwich Knitting Company conceived the idea that marketing undies under the brand of Mickey Mouse would be a great gag. He is a man of action and forthright contacted Mr. Walter Disney, the arch mouse of Hollywood fame. Result — a tie-up for the exclusive right to manufacture undergarments for children from 3 to 12 years of age. And that is the reason why it may be recorded that the first display of Mickey Mouse undies for youngsters, not oldsters, was made by Manager Gilladette of Norwich. Furthermore, if the first display is a forerunner of what is to follow, the undie manufacturer, Mr. Lehman, has started something which will be duplicated in other towns if the tie-up works out the way he thinks it will. On the very first day the window appeared, it is reported that the kiddies begged their parents for an opportunity to don a suit of Mickies. (We shall claim a copyright for this name.) Before we sign off on Gilladette's activities, let us call your attention to that window display. Note the Swiss cheese, if you can, at the bottom of the display. But you may take our word for it that it's there, likewise the many figures of Mickey and a card tying the deal in with showings of a cartoon at the Norwich. So prepare yourselves, fellow Round Tablers, for an invasion of "Mickies," providing the resourceful Mr. Lehman has his way. Thanks also to Tom Wear for letting us in on this gag.
