Have you ever heard of the Orange Bird? This sweet and silent citrus-inspired mascot has become a prominent part of Disney Parks merchandise over the past few years, but where did he get his start? The Orange Bird is actually older than Walt Disney World and was created with marketing in mind! Let’s take a trip back in time to relive the story of the Orange Bird.

Sponsorships for the Magic Kingdom

When Walt Disney World was still under construction, Disney was in the market for corporate sponsorships to help with the upkeep of the attractions at the theme park. They saw success with this in California for Disneyland, so they wanted to make these sponsorships happen for their newest vacation kingdom, too. A local organization, the Florida Citrus Commission, was eager to work with Disney on this new endeavor — but what could they sponsor in the Magic Kingdom?

None of the attractions on Magic Kingdom’s list seemed to be a perfect fit, but Disney had an idea to take one of their classic Disneyland attractions and make it work for the FCC. They suggested the Florida Citrus Commission sponsor Walt Disney’s Enchanted Tiki Room, and a deal was made. The Florida Citrus Commission’s sponsorship agreement cost them $3 million and a ten-year commitment. They would sponsor the classic Disney attraction in Adventureland, and the area would feature a connected juice bar, the Sunshine Tree Terrace, to sell orange juice, snacks, and more. Walt Disney World’s version of Walt Disney’s Enchanted Tiki Room was renamed “Tropical Serenade” for this partnership.

The FCC asked one more thing from Disney in this sponsorship. They requested a character or mascot for their organization that consumers could connect to their brand — both at Walt Disney World and for events and promotions outside the theme park. While Disney wouldn’t offer up one of their existing characters, they designed a whole new character for the Florida Citrus Commission named The Orange Bird.

 

The Story of the Orange Bird

The Orange Bird was created for the Florida Citrus Commission in 1970. He’s a sweet little bird who can’t speak. To communicate, he thinks orange thoughts. He calls the Sunshine Tree in Adventureland home after migrating from up north. He chose Florida for its high quantity of oranges!

 The legendary Sherman Brothers expanded his storyline and created his wrote songs for his record, book, and other promotional materials. Since Orange Bird can’t speak, Anita Bryant narrated his story and appeared with him in advertisements during the sponsorship. He appeared in commercials and two films: “Foods and Fun: A Nutritional Adventure” and “The Orange Bird and the Nutrition Bandwagon.”Orange Bird appeared in an ad for Florida Oranges as well as in Adventureland in Magic Kingdom. He had his own record and illustrated book, featuring songs by the iconic Sherman Brothers! He became a well-known icon throughout Florida, appearing in advertisements, on merchandise, and even as a character you could meet in Adventureland at Magic Kingdom. 

When the FCC renewed its sponsorship agreement with Walt Disney World, the price went from $150,000 to $190,000 per year. They also opted to pay for a second juice bar location in Fantasyland for $135,000, Enchanted Grove. (Enchanted Grove is now Chesire Cafe.) These additional expenses plus the fee they had to pay Disney anytime they used the Orange Bird for appearances proved to be too pricey for the Florida Citrus Commission. The sponsorship ended in 1987.

For guests who visited Walt Disney World in the 1970s and 1980s, the Orange Bird became just a distant memory. For almost two decades, this piece of Disney marketing history was nowhere to be found. He ended up making a surprising comeback far away from Adventureland in the Magic Kingdom.

 

Annual Orange Day

After almost two decades, this sweet and silent character would make an initial comeback in Tokyo Disneyland of all places! In 2004 for Japan’s Annual Orange Day, April 14, Tokyo Disneyland used the Orange Bird for their Orange Day merchandise. It’s no secret that Tokyo Disneyland Resort has the very best Disney merchandise in the world, so when these park-goers showed such excitement for this little bird from Disney’s past, Disney noticed.

 

Orange Bird Comes Home

A little over eight years later, Orange Bird officially returned to Adventureland and the Sunshine Tree Terrace. Since his 2012 return, Orange Bird has become a staple in Disney Parks merchandise and pins — especially for EPCOT International Flower & Garden Festival. This citrus-inspired mascot proves to be a perfect fit for a festival themed around fresh flowers, food, and Florida vibes.

Although I never experience the Orange Bird’s original 1970s and 1980s sponsorship, as a fan of all things Disney history, this little Walt Disney World mascot holds a special place in my heart. I love seeing him re-emerge year after year with new merchandise, treats, and more in the parks! Almost ten years after his return to Walt Disney World, I’m still patiently waiting for his very own topiary at EPCOT International Flower & Garden Festival — maybe 2022 will be the year.

I think Orange Bird is a great symbol of the initial plans that Disney had in store for his Florida Project. He wanted to focus on sponsorships and advertising opportunities throughout the park to fund it and give brands an association with the famous household name. Although the partnership eventually ended, Orange Bird is still a beloved Disney icon over 50 years later! He’s even got his own mural in Disney Springs.

Back in 2018, for EPCOT International Flower & Garden Festival’s 25th anniversary, I decided to Disneybound as Orange Bird on my trip. You can check out that outfit here! We also covered Orange Bird on the Carousel Project today, so if you’re interested in hearing more about his story with the Walt Disney Company, you can listen here. Here’s a great video on the Orange Bird by Midway to Main Street, too!

Have you ever heard of the Orange Bird?