On Thursday, Xiaomi released a Disney-themed Civi 3 to celebrate Disney’s 100th anniversary. The limited-edition phone is based on Xiaomi’s mid-range Civi 3, which debuted in China on May 25. The limited edition model incorporates elements from Disney’s classic Mickey Mouse character into the design and features a Disney 100 logo on the back. 

Why it matters: As China faces a slowdown in consumer electronics consumption, phone makers are looking for new ways to encourage sales and brand exposure. 

Details: The limited edition phone marks the first collaborative product between Xiaomi and Disney. It is also the first time that a phone brand has cooperated with Disney on actual device design. Currently, Xiaomi’s Disney 100th anniversary series products are offered exclusively in China, with a global launch yet to be announced.

  • In addition to the device design and a Disney-themed phone case, the limited edition Civi 3 offers a built-in Mickey theme, including a charging animation, lock screen clocks, wallpaper, filter, and stickers. In terms of hardware, it sticks with the same specs as the ordinary Civi 3 model.
  • The limited edition Civi 3’s back panel houses a triple camera setup positioned at the top-left corner and is encircled by a Mickey Mouse design and the Disney 100 logo.
  • The device only comes in a 12GB + 512GB storage and is priced at RMB 2,899 ($407). The whole package includes the mobile phone, customized stickers, exclusive limited certificates, customized card pins, and Mickey-themed phone cases.
  • The phone is equipped with a MediaTek Dimensity 8200 Ultra chipset, a 4,500 mAh battery, 67W fast charging, and a 6.55-inch OLED curved screen with a 120Hz refresh rate. Additionally, the camera boasts a 50MP Sony IMX800 sensor with an f/1.77 aperture and optical image stabilization (OIS). 
  • In celebration of Disney’s 100th anniversary, Xiaomi also unveiled a range of Disney anime-style products, including Xiaomi true wireless noise cancellation headphones 3, a 10,000mAh charger, Xiaomi smart band 8, and a 20-inch travel case.

Context: On March 28, Redmi, a subsidiary owned by Xiaomi, launched the world’s first Harry Potter-themed smartphone. The Redmi Note 12 Turbo Harry Potter edition comes with customized Harry Potter design elements such as the lightning scar, golden snitch, and the iconic Hogwarts logo.

Jessie Wu is a tech reporter based in Shanghai. She covers consumer electronics, semiconductor, and the gaming industry for TechNode. Connect with her via e-mail: jessie.wu@technode.com.