Playing Dress-Up with Hallmark for Halloween 2014

I've been working intermittently on my NEPCA paper on the re-castings of Frankenstein, and I'm trying to categorize some of the appropriations I see. One common type is when familiar characterize (like Garfield and crew, the Smurfs, the Peanuts gang, the Archie gang, and the Teenage Mutant Ninja Turtles) take upon the appearance of one of the characters of the Frankenstein story (usually inspired by Universal's versions rather than Shelley's original) for humorous or whimsical  purposes. I'm calling this "playing dress-up" and thought I'd share some of the other monster-related examples I've come across this season.

Vampires continue to be popular, and Hallmark has a number of examples of fan-favorite characters in Bela Lugosi-inspired costumes.

The cheapest this season is a Winnie the Pooh card for $3.75 with a vampire Piglet wearing fangs and a cape.

There are also a series of items featuring a vampiric Mickey Mouse. The cutest is part of Hallmarks's itty bittys line sold (in stores only) for $6.95. The product page details that this "Count Mickey" just " 'vants' to be yours this Halloween," in a play on Lugosi's famous accent. He is presented as the most "real", but his deformed appearance lessens the impact of Mickey's transformation and the cuteness of its humor greatly reduces his scariness.

A larger version (at 7" W x 9.25" H x 7" D) of this undead incarnation of Mickey is labelled "Count Mickey Mouse". He sells for $19.95 and is now sold out online. In an attempt to further separate appearance from potential action, his description focuses on the artificiality of his costume, explaining, "Fresh from Transylvania, this elegant vampire is none other than our friend Mickey! But never fear—this plush pushover won't really bite."

Vampire Mickey reappears as part of the Mickey and Minnie Mouse Water Globe collectible, which includes Minnie dressed as a witch (more of this to follow). The water globe (retailing at $39.95) is also now sold out online; like the plush Count Mickey Mouse, it, too, highlights the fake-ness of Mickey and Minnie's monstrous appearances, rather than the potentially more sinister connotations of two creatures of the night gazing at two small, innocent chipmunks.

Notice that this Mickey has been de-fanged, a detail that de-emphasizes any possibility of horror (or even delight) here. The description is likewise brightened, noting "This decoration will add a fun and festive touch to your mantel or party table. Dressed for trick-or-treating, Mickey and Minnie peer into a jack-o'-lantern water globe at a fall scene where two furry friends are frolicking" (and not, we should note, being spied upon as a potential meal).

My final example here presents vampiric versions of Charles Schulz's Snoopy and Woodstock. Titled "Hangin' With Count Snoopy," the item is part of the ongoing Peanuts series of Keepsake Ornaments and sells for $24.95 (though it is now, also, sold out online). The product and its description offers a better blend of horror and play than the larger Mickeys. First, the description reads, "Snoopy's doghouse is all decked out for the season of screams. Press the button on the ornament to hear spooky Halloween music play. Trick or treat—if you dare!" The item presents Snoopy (dressed partly as a vampire and partly as a witch) with arms outstretched and a group of vampiric Woodstocks (bird wings replaced with bat wings) in attendance apparently guarding their vampiric overlord.

Playing the accompanying music clip creates a chilling effect. The sample begins with a excerpt from Bach's Toccata and Fugue in D minor, BWV 565, a theme closely associated with Halloween ever since its use in the opening credits for Dr. Jekyll and Mr. Hyde (1931) (thanks Wikipedia!). Interspersed with the music track is the sound of Snoopy's voice, but it is anything but familiar. Instead, Snoopy seems to relish his new role as the undead and utters a series of menacing laughs better pronounced by megalomaniacal monsters (like Victor Frankenstein or Count Dracula) than lovable old Snoopy. Here is a triumph of Halloween over brand identity.