DISNEY ON PARADE Pop Up Promotional Booklet

Disney On Parade was not a parade, nor was it on ice, but on a stage. Snow White and the Seven Dwarfs were the hosts and main stars of the show, with many Disney characters joining in on the fun.

Capital Artists Limited produced the booklet above and sold it as a souvenir at each show for HK $5.00 each. This leads me to believe that this particular engagement was performed in China, as no American price is included.

The introduction of the booklet says “Disney On Parade really began once upon a time, more than 30 years ago… it was 1937.” More than ’30 years ago’ would place the year of this show later than 1968. However, the first annual Disney On Parade show started in 1970, with a second show in 1971. This is the cover of the souvenir booklet for that show:

The three characters on this cover are in the same exact poses as the ones in the pop-up booklet of 1970.

Let’s look at the 1970 booklet. It measures approx 8″ by 11 3/4″, has a stapled binding and approximately 36 pages(not counting the cover). The cover is a light weight cardboard, the pages are a good quality gloss-paper. It is printed in full color.

A very nice pop-up variation

The book has text both in English and Chinese. The back cover is the same as the front, but entirely in Chinese. This is presumably because Chinese is read from back to front, the opposite of English. This is apparently not the case now since the advent of computers.

Here are some of the pages, featuring the acts:

The booklet concludes with a great behind the scenes section:

This two-page spread gives the lyrics for the songs used in the show. With this souvenir booklet in hand, each guest could sing along!

The lyrics were also published in the booklet in Chinese as well. Cast and crew credits are also included.

This is a great piece of Disney history, remembering a time when costumes weren’t the best, but the fun was still second to none!